Lurpak: Feeding the imagination

Lurpak, the butter brand, fuelled a new and updated direction of advertising across Europe and MENA.

Summary

Lurpak issued an unusual and significant challenge: 'provide, from one project, clear strategic direction to fuel innovative advertising for the next five years, across Europe and MENA

This required multiple innovations:

The research design involved a carefully staged interweaving of different enquiry types that built sequentially.

The research process involved unprecedentedly close collaboration with local partners as we repeatedly cycled emerging insights and hypotheses from each market to the others for refinement or rejection. It also offered up-close involvement for clients through an auto-ethnographic community and in-home 'Cook-Alongs'.

The research outputsidentified multiple ways forward, backed up...

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Insights Team
Bray Leino

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