Arla-owned Lurpak is set to launch a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range.
Running from 24 to 26 April, the campaign integrates JCDecaux-owned advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”.
The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign.
Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”
Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand.
Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.
BD Network was tasked with bringing the campaign to life through the experiential delivery whilst Carat and Posterscope devised the idea of using Motion@Waterloo. During the campaign Wieden & Kennedy and PS Live will film and link the content on the stand to the screen. Posterscope, which bought the media, will run the campaign site and Outside Line will manage the social media assets.