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Lurpak

Lurpak rallies ambitious cooks with mouth-watering Cook's Range launch campaign

By Gillian West, Social media manager

Wieden+Kennedy

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lurpak article

April 8, 2014 | 2 min read

Lurpak once again has turned to advertising agency Wieden+Kennedy London and director Dougal Wilson to create a mouth-watering campaign to promote the latest addition to Lurpak’s stable, the new Cook’s Range.

One of the biggest launches in the brand’s history, Stuart Ibberson, business unit director at Arla Foods, explains: “We’re really excited to bring new innovative product solutions to our passionate cooks, meeting many cooking and baking needs. The Cooks Range is a real opportunity for Lurpak to add value to the cooking and baking sector, introducing a premium brand to a sub-category, which has until now been dominated by margarines.”Hollie Walker and Freddie Powell, creatives at W+K London, added: “There's that moment when you're deciding what to cook for dinner, when you think, 'shall I play it safe with my well-rehearsed spag bol, or shall I take on that unattempted mussels recipe?' We wanted to inspire those teetering on the edge of bravery to take the path less trodden.”The 60” TV spot will break in additional markets following its UK debut in April. In addition a print campaign shot by Blink Art film-maker and photographer Ryan Hopkinson features a range of images bound to inspire culinary creativity.
Hopkinson’s experimental photography techniques deliciously capture the adverts swirling raspberries and cream, succulent steak and tempting roast chicken – showcasing both classic flavour combinations and the excitement and anticipation of a real cook’s kitchen.Other channels are supported by digital and in-store activities as well as a takeover of Waterloo station planned for 24-26 April. Cooks will also be able to join in the conversation via Twitter using the hashtag #foodadventures. Media planning and buying for the campaign was handled by Carat, with Outside Line managing digital activity, BD will deal with experiential and shopper activity is supplied by Barrows and Mesh.

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