Lurpak Lightest: How tasty met healthy

Wieden+Kennedy London

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