Lurpak: An unexpected journey to effectiveness

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Advertiser: LurpakAgency: Wieden + KennedyCountry: United Kingdom

Objectives

A unique product, with a strong foothold in the minds and hearts of Brits:

Lurpak is a premium lactic butter, made in Denmark with all natural ingredients for over 100 years. Its high-quality and distinctive taste enhances the foods it's paired with like no other butter can. That's what makes it unique, but also what makes it 100% more expensive than both own-label butter and margarine.

For years, Lurpak's communications relied on 'Douglas', a trombone-blowing butter-made character. Throughout his years of service, Douglas became a distinctive brand...

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