Arla Foods is launching Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge, with a multi-channel advertising campaign created by Wieden+Kennedy London.
The stylish spot, debuting during the June 3 final of ITV1’s Britain’s Got Talent, builds on the reputation of Lurpak as the Champion of Good Food. With Lurpak Softest, even a rushed moment can be a time to master food, which the ad proves with a continuous smooth spread. Smooth is directed by Kim Gehrig (John Lewis - Man on the Moon, Sport England - This Girl Can) via Somesuch, with VFX by Time Based Arts and sound handled by Twenty Below.
Päivi Piirala, senior global brand manager, Lurpak, said: “We’re very excited to bring this new more spreadable product to the market. We know that soft bread is loved by the UK consumers and this product is the perfect match for it with the great Lurpak taste in a softer texture. We wanted the whole communication around the product to convey the smoothness of it and show people that they don’t have to compromise on taste even when they are in a hurry. We have created a campaign that we’re very proud of and can’t wait for it to roll out.”
Carlos Alija and Laura Sampedro, creative directors at Wieden+Kennedy London, said: "Every Lurpak ad is a considered - and tasty - building block of an iconic brand, so the challenge was conveying such a specific new benefit in a way that felt true to its values. We thought making viewers experience the flow of a perfectly smooth and continuous butter spread could be both satisfying and epic."