Lurpak Make Plant Based Butter ‘Rock and Roll'

In 2023, Arla announced the launch of a plant-based version of its iconic Lurpak brand in the UK and Denmark. Investing in new products is a key part of Arla’s growth strategy, and the launch of Lurpak® into the plant-based category is one of the drivers for strengthening its brands across key markets. As more shoppers buy into both dairy and alternatives, Lurpak® Plant Based aims to meet the changing consumer demands and new consumption habits. 

When it comes to plant-based food, consumers often see it as something light, delicate, and a compromise on flavour.

So, Lurpak set out to create a plant-based product that lives up to the high quality and great taste that Lurpak is known for.--using its long-term brand positioning as a key strength. For nearly 20 years, the brand has communicated that ‘Good Food deserves Lurpak.' The team at W+K London used Lurpak's credentials in taste and quality to its advantage and applied them to a category often challenged on these standards.

Introducing, "Crush Expectations," because 'whatever you think about plants, think again.' 

The film, directed by Scott Lyon of Rogue Films, shows plant-based ingredients being crushed, sliced, chopped, smashed, scorched, blitzed, and cooked in all manner of ways with tons of energy, accompanied by a high-energy heavy metal track. The ad encourages people to rebel against the clichés of plant-based cooking, and injects a healthy dose of excitement and surprise into the category. This is unapologetic cooking that packs a plant-based punch. "Crush Expectations" will launch in the UK and Denmark across TVC, online and social with plans to launch in other markets later down the road. 

"When we announced our new launch, we knew we would surprise consumers with how tasty a plant-based product could be. Whilst most marketing in the plant-based category leans towards a natural, calm approach, we treated promoting our product exactly how Lurpak would treat any piece of communication. This time, we infused our message with an energy that reflected the boldness of our new Lurpak Plant-Based and our ongoing commitment to giving people great-tasting options." — Mia Lund Moeller, Sr brand manager,  Lurpak.

"We’re proud to have provided a fresh take on plant-based with Lurpak. It’s always challenging to do something different and interesting, but smashing vegetables and listening to heavy metal was, to be honest, surprisingly fun and therapeutic. Overall, the film looks and sounds great, and effectively conveys the premium nature of the new product." - Joe de Souza and Juan Sevilla, creative directors, W+K London.