Arla Foods: Lurpak

Arla wanted to extend LURPAK's campaign online, allowing a new younger and less experienced audience to discover, be inspired by, and plan for, a proper breakfast - using LURPAK.The campaign targeted them via rich media banners on key email sites Yahoo, MSN and Hotmail, served up on Thursday and Fridays to drive anticipation of Saturday breakfast.As a result, site visits increased by 702% year on year.

Arla Foods: Lurpak

Carlson Marketing

THE TEAM

Piggy Lines, Scott Bedford, James Minta, Bjorn Jansen, Melissa Gordon, Jaimie Jennings.

WHAT IS WONDERFUL ABOUT THIS WORK?

We weren't prepared to accept that breakfast was toast: we helped LURPAK reinstate the most important meal of the day. Talk about bringing home the bacon. Site visits have increased by 702% and user interaction by 75%. We've strengthened the association between LURPAK and good food.

OBJECTIVES

To extend LURPAK's campaign online, allowing our new younger and less experienced audience to discover, be inspired by, and plan for, a proper breakfast-using LURPAK.

STRATEGY AND TARGETING...

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