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Arla Foods moves Lurpak global ad account into Wieden + Kennedy


By The Drum Team, Editorial

November 25, 2011 | 2 min read

Wieden + Kennedy has been awarded the global ad account for Arla Foods brand Lurpak, replacing Saatchi and Saatchi.

Good food deserves Lurpak

Wieden + Kennedy has handled Lurpak's UK advertising since 2006, during which time sales of the brand have increased 50%, equating to an extra £83m. During this time Lurpak has overtook Flora to become the number one BSM (Butter, Spreads & Margarine) brand in the UK, with Lurpak now £55m ahead of its competitor.

Explaining the account move Arla Foods vice president for Global BSM Laurence Fischer said: “Saatchi and Saatchi, who have been the advertising agency for Lurpak globally for almost two years, delivered great results for the brand and we will continue to work with them in the Middle East and on other projects. However, it made sense, business-wise, for us to move total responsibility of Lurpak to one agency. Wieden + Kennedy have achieved tremendous success with Lurpak in the UK and we are delighted to award them the global contract for the brand. We all now look forward to seeing their plans for the future.”

Simon Stevens, senior vice president for commercial at Arla, added: “Wieden + Kennedy have done an exceptional job over the last five years, consistently producing great work which has driven outstanding sales growth and built consumer love for our brands. Lurpak, Cravendale and Lactofree have all achieved phenomenal growth, with Lurpak becoming the UK’s number one dairy brand and Cravendale being the fastest growing top 100 food brand over the last five years.”

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