Lurpak: Weave your magic

Agency: Wieden+Kennedy London
Advertiser: Arla Foods
Brand: Lurpak / Svenskt Smör
Country: United Kingdom

Objectives

A 'champion of good food': creating one globally resonant voice for Lurpak

Lurpak is a Danish butter brand available in 75 countries around the world.1 Whilst the product is the same from Saudi Arabia to Mexico, the brand had never successfully established a consistent global positioning or used a single campaign to talk to each of the very different markets.

Arla wanted to create a globally relevant brand proposition for Lurpak. The global team looked to the UK as a market to follow, the brand had achieved double digit growth in the first year of launching a new positioning, establishing Lurpak as the 'champion of good food'.2 Lurpak in the UK had grown by realising what was important to its audience: to make butter matter to people, you had to talk about what mattered to them – food. After all butter was only important in context of the dishes you ate it with. Advertising campaigns sought to establish this positioning by engaging in locally relevant issues e.g. the rise of ready meals.3 The strategy worked, since launching Lurpak as the 'champion of good food' in the UK in 2007, the UK brand had overtaken the market leader Flora in value to become number one in the category.4