Lurpak: Weave your magic
Agency: Wieden+Kennedy LondonAdvertiser: Arla FoodsBrand: Lurpak / Svenskt SmörCountry: 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...