Lurpack: advert-body-1 by Wieden + Kennedy London

Lurpak has unveiled a new TV ad as part of a multi-million pound marketing campaign. The campaign aims to challenge consumer cooking habits and drive butter usage as research by Lurpak shows UK consumers are spending more time consuming food media than cooking.

The bold new campaign – created by Wieden+Kennedy – will tackle this ‘cooking paradox’ by rousing audiences to turn their screens off and ovens on, demonstrating in true Lurpak fashion that consuming food culture is a poor substitute for the visceral experience of cooking.

Directed by Daniel Wolfe and continuing the ‘Good Food Deserves Lurpak’ narrative, the ad opens on a sculpture of TV screens, laptops, phones and cookbooks capturing food culture in all its forms created by Fraser Muggeridge. Viewers are drawn in by the omnipresent sound of Rutger Hauer reminding them “nothing compares to the thrill of a hot kitchen.” As the pile of food entertainment is suddenly blown up, Hauer boldly proclaims “You’re not a cook until you cook”.

Viewers are then transported from watching, reading and hash-tagging food culture to being immersed in the energy and rhythmic chaos of a hot kitchen. Otherworldly food shots have been replaced with more down-to-earth portrayals styled by Katie Giovanni. Lurpak’s slick approach has evolved into a grittier, emotive take that brings realism, excitement and sweat back to the kitchen. The ad concludes: 'Strap on your aprons and reach for the Lurpak'.