Agency: Wieden & Kennedy | Authors: Matthew Boffey |
Lurpak – Turning thought leadership into market leadership
INTRODUCTION
This is the story of a classic brand in a familiar category, and how new thinking and a new campaign took a perennial second-best to first place.
This paper proves how Lurpak's new advertising campaign, launched in March 2007, has:
Contributed a 3.76% year-on-year uplift to the brand's total sales volume.
So far contributed an incremental 1.7 million kilos to the brand's total volume sales.
Improved on short-term return-on-investment from previous campaigns to the extent that, long-term, every £1 spent on advertising...