Campaign details
Brand: LurpakAgency: Wieden + Kennedy London
Summary
This paper is about reframing a timeless story in uniquely timely form.
How we uncovered new feelings about what cooking, food and Lurpak meant in a troubled world.
And how those feelings, when stirred, generated record-breaking returns, in a context unlike any other.
Lurpak's brand had been built in food, taste and cooking for over a decade. But in a convenience-obsessed culture, cooking was struggling to sustain relevance. If cooking lost its cultural sizzle, Lurpak's appeal would diminish with it. We needed a new approach to fight for...