Lurpak®, the No.1 BSM brand by value in the UK*, is launching new Lurpak Lightest Spreadable, its biggest NPD launch in 10 years, offering health – conscious consumers a new low fat product that doesn’t compromise on taste. The launch is supported by a £10M national marketing campaign spanning TV, press, OOH, digital, in-store and experiential.
Created by Wieden + Kennedy London, the campaign wants to banish for good the overly worthy and slightly sad image of health food. Rather than following category norms of health benefits and dieting messages, the spot celebrates the world of delicious, healthy food by luxuriating in colour, texture and taste. All of the elements of the campaign are knitted together with this rainbow spectrum, injecting optimism and lightness into the work.
The 60” TV spot, directed by Dougal Wilson at Blink, breaks on Sunday 15th January. The spot is a dance between the senses – a visual bombardment of colour, movement and textures. The viewer moves through a rainbow showing the more exciting world of healthy food with Lurpak Lightest Spreadable at the heart of it. Several camera and animation techniques were used, allowing ingredients to be seen in a new, joyful light – travelling through the heart of red cabbage and following the dollop of Lurpak Lightest as it bounces with corn on the cob in a saucepan. A song provides the spine of the spot, with Rutger Hauer lending his distinctive tones.
The rainbow featured in the print campaign was lovingly constructed by hand – there is no camera trickery involved. It was created by set designer Nicola Yeoman and her team, and photographed by Dan Tobin-Smith. Built over three days, the structure comprised of more than 60 types of fresh produce. None of the food used to create the rainbow went to waste either. The produce from the shoot was given away to award- winning UK charity, Fareshare, who were able to put the food to good use through community dinners.
The 48-sheet OOH campaign, planned by Carat, goes live across the UK on the 23rd January, and will also appear across premium sites such as the Imax, Clapham Colossus and Battersea 7 in London.
Simon Stevens, Senior Vice President for Arla Foods, said: ‘‘Lurpak Lightest is our biggest product launch for 10 years, and our 2012 campaign reflects that. Building on the voice we have established for the Lurpak brand, we’re showing people that healthy food doesn’t have to mean boring food”.
Dan Norris and Ray Shaughnessy, Creative Directors at W+K, said, ‘It was an interesting challenge to do something new and different in the world of healthy food. With the Lurpak Lightest launch we've tried to inject fun and, importantly, deliciousness into what can be a boring and worthy place.’
For more information about Lurpak Lightest, visit Lurpak’s revamped website www.lurpak.co.uk or www.facebook.com/lurpakbutter, created by digital communications agency Outside Line.
* Source: AC Nielsen 52w/e 29th Oct 2011