Lurpak Lightest: How tasty met healthy
Wieden+Kennedy London
Advertiser: Arla FoodsBrand: LurpakCountry: United Kingdom
Objectives
Sales objectives:
- Successfully launch Lurpak® Lightest Spreadable, the brand's new lowest fat spreadable containing real butter.
- Steal share from Flora and other low fat spreads, helping the business achieve broad incremental volume.
- Minimise cannibalisation (<50% sales) from other pre-existing spreadables within the Lurpak range by widening the brand's audience constituency beyond its traditional foodie base.
The Lurpak®segmentation model identified the new target consumer (Health Seekers) as being in their thirties and forties, predominantly but not exclusively...