Lurpak – Turning thought leadership into market leadership

Lurpak is a classic brand in a familiar, low-interest category. In an effort to drive growth and reinvigorate consumer interest in the brand, Lurpak aimed to adopt new thinking to communicate its strengths, and which would also appeal to the interests of its core consumers.
Agency: Wieden & KennedyAuthors: Matthew Boffey

Lurpak – Turning thought leadership into market leadership


This is the story of a classic brand in a familiar category, and how new thinking and a new campaign took a perennial second-best to first place.

This paper proves how Lurpak's new advertising campaign, launched in March 2007, has:

  • Contributed a 3.76% year-on-year uplift to the brand's total sales volume.

  • So far contributed an incremental 1.7 million kilos to the brand's total volume sales.

  • Improved on short-term return-on-investment from previous campaigns to the extent that, long-term, every £1 spent on advertising...

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