New Lurpak campaign inspires cooks to freestyle

Arla Foods and Wieden+Kennedy London are encouraging Britain to go 'freestyle' with a new campaign promoting Lurpak's soft straight-from-the-fridge butter, Lurpak Spreadable. 

The campaign aims to inspire cooks to loosen up, get creative and embrace the more spontaneous side of food. Casual kitchen dabblers and adventurous cooks alike know that sometimes, the most wonderful creations happen in the kitchen when inspiration strikes and instinct takes over. Whipping up a spot of lunch can turn into a delicious experiment when there’s no recipe, no plan, no carefully measured ingredients. Just a little bit of this, a pinch of that and a drizzle of the other.

Directed by Juan Cabral, the film captures the beautiful, rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavour experimentation and explosive taste sensations. Cooks throw unusual and enticing dishes together to a rip-roaring jazz soundtrack, whilst the voice of Lurpak, Rutger Hauer, steers the show like the leader of the band. Energetic cuts coupled with expressive movements, choreographed by New York dancer, Storyboard P, bring a dynamic feel to the film; depicting the beautiful frenzy that freestyle cooking creates. 

Delicious and inspiring bread creations were captured for print and outdoor executions by Gustav Almestål. Coupled with bold statements, the ads invite cooks to re-evaluate their sandwich endeavours and embrace the art of going freestyle.

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