Lurpak Butter: A Southern Conquest for Lurpak

Advertising to revitalise a brand in difficulties in a declining market. Butter market split by `Sweetcream' (e.g.
Agency: Gold Greenlees TrottAuthor: James Brades

Lurpak Butter: a southern conquest for Lurpak

INTRODUCTION

This case history aims to demonstrate the effectiveness of advertising and below-the-line promotion on improvement in sales and penetration of Lurpak butter over 1986 and 1987. It will concentrate on key southern-based activity, focusing on the London region. The significant element of Lurpak's development was its success in the face of a declining market and against severe pressures, inherent both in the brand and the general market structure. It suggests that appropriate utilisation of unique brand and product features, coupled with...

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