Lurpak - Changing the nation's taste

Vicki Holgate and Andrew Deykin

This paper demonstrates how advertising helped Lurpak to grow in value, from £60 million (approx $120 million at 2008 rates) in 1995 to £102 million in 2000, with a return on investment of 45%.
Agency: BMP DDBAuthors: Vicki Holgate and Andrew Deykin

Lurpak: Changing the Nation's Taste

SUMMARY

In the world of FMCG markets the status quo is rarely disturbed, let alone radically changed. This paper demonstrates how advertising succeeded against the odds in growing a regionally based brand, Lurpak, to No. 1 in the UK in just three years. Lurpak's value almost doubled over this short period, resulting in the dethroning of the brand leader of almost 40 years' standing. This was all the more remarkable in a declining market, butter, characterised by decades of static shares and little...

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