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By Ishbel Macleod, PR and social media consultant

February 8, 2013 | 1 min read

Lurpak has announced that it is rolling out a £10m marketing campaign, with the aim of promoting the importance of good quality butter in cooking.

Created by Wieden + Kennedy London, the campaign is set to cover TV, cinema, press, OOH, digital, in-store and experiential.

Jessica Hardcastle, senior brand manager for Lurpak, said: ‘‘We’re massively excited about the campaign. It aligns with our long term strategy to champion good food. It also reminds people that you get out what you put in, from the effort and endeavor to the ingredients you choose, including Lurpak of course. The campaign has also led to a really exciting integrated plan, from digital to shopper marketing, we’ll be celebrating Good Proper Food in 2013.”

The 60 second TV spot is set to be unveiled on ITV on Sunday during Dancing on Ice, promoting three dishes: cottage pie, bread & butter pudding, macaroni cheese.

The 48-sheet OOH campaign, planned by Carat, goes live across the UK on the 25 February, and will also appear across premium sites such as the Holland Park Roundabout supersite in London.

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