Lurpak Digital, Case study Lurpak by Wieden + Kennedy London

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Industry Butter, Edible oil & Fats
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Wieden + Kennedy London
Creative Director Freddie Powell, Hollie Walker
Art Director Becca Pottinger, Sam Mccluskey
Copywriter Becca Pottinger, Sam Mccluskey
Production Somesuch & Co
Director Daniel Wolfe
Released October 2016


D&AD 2017
Integrated & Collaborative Collaborative Wood Pencil

Credits & Description

Agency: Wieden+Kennedy London
Client: Christian Fischer
Copywriter / Art Director: Becca Pottinger, Sam Mccluskey
Agency Executive Producer: Tony Davidson, Iain Tait
Group Account Director: Rachel Parker
Account Director: Hannah Gourevitch
Account Manager: Stephanie Brooks
Planning Director: Caroline Collinson-Jones
Creative Producer: Mark Dabreo
Head of Design: Karen Jane
Artworker: Indy Basra
Tv Producer: Genevieve Sheppard
Tv Production Assistant: Tom Dean
Line Producer: Sam Chitty
Director of Photography: Tom Townend
Food Stylist: Katie Giovanni
Music Supervisor: Leland Music
Flame Artist: Luke Todd
Vfx Producer: Sam Napper
Colourist: Simon Bourne
Designer: Alex Sullivan, Ryan Teixeira, Phil Rosieur, Xueling Wang
Creative Director: Hollie Walker, Freddie Powell
Director: Daniel Wolfe
Executive Producer: Tim Nash
Editor: Tom Lindsay
Sound Designer: Anthony Moore
Planner: Indiana Matine
Ten years ago, Lurpak was haemorrhaging customers to cheaper spreads. The agency was hired to start growth and get people to choose Lurpak, despite its steep price premium.
It wasn't enough to tell people why we tasted better, we had to make them feel we did, and tell that story in the big emotional context of their lives. We became the Champion of Good Food - a brand that defends and worships good, simple and home-cooked food.
Our platform 'Good Food Deserves Lurpak' used cultural dynamics as a rich backdrop, providing current points of view on food throughout the last ten years.