Lurpak Lightest: How tasty met healthy

This case study describes the UK launch campaign of Lurpak Lightest Spreadable, a low-fat spread containing butter, which sought to steal share from competitors and minimise cannibalisation from other offerings in the Lurpak range.

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...

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