Lurpak Lightest: How tasty met healthy
Advertiser: Arla Foods
Country: United Kingdom
- 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 female, and Southern based. They buy Flora/Flora Light as part of a BSM repertoire – we needed to get them buying Lurpak® Lightest.