BD creates new experiential campaign for Lurpak
BD has created an experiential and door drop campaign for Lurpak which will begin tomorrow.
With a focus in the South of England in order to connect with Lurpak’s target audience of young, Southern ‘foodies’, the activity will look to bring the premium ‘Good Food Deserves Lurpak; positioning to life, support the brand’s focus on the celebration of potatoes throughout September and October, and integrate with the current ATL and outdoor creative.
Central to the activity will be the ‘recipe bags’ given to each consumer – containing a recipe idea, plus the key ingredients you need to create the recipe at home including a 10g sample of Lurpak Butter.
Consumers will also be able to choose from three different recipe bags, and can chat to a potato expert at the stand for more tips and inspiration on how to choose the right potato variety for your favourite dish.
Running for six weeks, the activity will visit six commuter train stations including London Bridge, Paddington, and Brighton Station. The activity is part of a wider campaign celebrating the potato, including TV and outdoor advertising and a door drop to 850,000 households offering free and 30p Off Coupons to drive trial of Lurpak Butter.