W+K London Champions Good Proper Food

Lurpak, the No.1 BSM brand by value in the UK*, is launching a new campaign to promote the importance of a good quality butter in cooking. The launch is supported by a £10M national marketing campaign spanning TV, cinema, press, OOH, digital, in-store and experiential.

 

Created by Wieden + Kennedy London, the campaign champions good proper food, inspiring its audience with the belief that when it comes to good food, you get out what you put in. 

 

 

Amidst the recessionary maelstrom and institutional collapse it's hard to know where to turn and upon what to rely.  In these circumstances, people take control where they can and reconnect with what matters most in life - they depend upon the familiar and age-old rituals.  At the center of this so often sits good food.  Not just any food but big, proper, hearty meals. Lurpak recognises this and through its campaign, encourages people to look again through different eyes at the dishes traditionally called ‘comfort food’. These aren’t dishes to feel guilty about tucking into; this is the stuff that's sustained us for centuries, the meals we can rely on again and again to get us through. 

 

 

The 60” TV spot, directed by Vince Squibb at Gorgeous, breaks on Sunday 10th February, on ITV during Dancing on Ice. The spot is a thundering cacophony of industry – a sensory bombardment of human effort, forging three classic meals in three different kitchens; cottage pie, bread & butter pudding, macaroni cheese. This is proper food with Lurpak at the heart of each recipe. A primal drum truck accompanies the action, enforcing the strength of these dishes along with Rutger Hauer, the voice of Lurpak, lending his distinctive tones.

 

The print campaign, shot by Rick Guest, follows the feel of the TV spot – an industrial heat radiating out from the three hero dishes: Cottage Pie, Macaroni Cheese and Bread & Butter Pudding. Shot over 3 days, ovens on the go, each dish depicts a different sense of power. STRENGTH. MIGHT. OPTIMISM. This is a campaign to lift people’s spirits in the middle of winter. To celebrate the meals they cook at home. And inspire people to revisit some old favourites.

 

 

The 48-sheet OOH campaign, planned by Carat, goes live across the UK on the 25th February, and will also appear across premium sites such as the Holland Park Roundabout supersite in London.

 

Jessica Hardcastle, Senior Brand Manager for Lurpak, said: ‘‘we’re massively excited about the campaign. It aligns with our long term strategy to champion good food. It also reminds people that you get out what you put in, from the effort and endeavor to the ingredients you choose, including Lurpak of course. The campaign has also led to a really exciting integrated plan, from digital to shopper marketing, we’ll be celebrating Good Proper Food in 2013”.

 

Credits

 

Client: Arla Foods / Lurpak

Clients: Stuart Ibberson (Director of BSM brands)

Jessica Hardcastle (Senior Brand Manager)

Samantha Peel (Brand Manager)

 

Agency: W+K London

Creative Directors: Dan Norris and Ray Shaughnessy 

Creative Team: Hollie Newton

Account Director: Emma Simmons

Planner: Theo Izzard-Brown

Agency TV Producer: Lucy Russell

Agency Print Producer: Rebecca Herbert

 

Media planning: Carat

 

In-store and experiential: BD Network

 

Digital and social media: Outside Line

 

TV Production Company: Gorgeous

Director: Vince Sqibb

Production Director: Sam Levene

 

Offline Editor: Paul Watts at The Quarry 

 

Post Production 2D Artist: Barnsley at The Mill London

 

Sound Design: Dan Beckwith at Factory Sound Studios

 

Music: Alex Heffes ℅ Abi Leland at Leland Music

 

Food Stylist: Kate Giovanni

 

Print production company: Wyatt Clark Jones

Photographer: Rick Guest

Retouching: Stanleys Post