As part of its on-going ‘Good Food Deserves Lurpak’ campaign, Lurpak is celebrating summer food by giving away 400 designer aprons to its Facebook fans, created exclusively for Lurpak by homeware designer, Stuart Gardiner, whose previous collaborations include Selfridges and the V&A.
Devised by creative agency Outside Line the campaign aims to target a broader foodie and lifestyle audience as well as increase fan numbers and engagement levels on the Lurpak Facebook community. The apron design is a homage to summer foods featuring seasonal ingredients such as fennel, sweetcorn and mackerel, and follows on from the success of the popular 2011 Lurpak Christmas Brussels sprouts tea towel, which attracted over 21,000 competition entries, 14,000 newsletter subscribers and an additional 8,000 Facebook fans.
Over the next four weeks the aprons will be given away through Lurpak’s Facebook competition tab, with consumers able to enter each week. The giveaway also connects to the Lurpak recipe-themed music tool, Foodbeats.com which features playlists that match the recipes featured on the apron. The campaign will be promoted via Facebook advertising, blogger outreach, blogger and media desk drops, CRM and announcements across owned channels and will also encourage newsletter sign-up.
Lurpak brand manager, Samantha Peel, said: “We love celebrating good food and our community on Facebook share our passion.
“We also like to have a bit of fun so we’ve teamed up with Stuart (we love his work) to design some exclusive aprons which will be up for grabs throughout July. Hopefully we’ll be inspiring people to join our good food conversation and share their summer foodie tips.”
Outside Line director and co-founder, Ant Cauchi, added: “By partnering with a high-end designer and creating something that feels very exclusive, we’re able to support the credentials of Lurpak as a high-quality, foodie product, whilst also dramatically increasing the size and engagement levels of the Lurpak Facebook community.”