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

INTRODUCTION

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...

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