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Lurpak goes ‘freestyle’ in £7m campaign for spreadable

Monday April 20, 2015 at 9:47am
Arla Foods’ Lurpak brand is championing a new ‘freestyle’ trend by launching a £7m campaign encouraging cooks to embrace the spontaneous side of food. The ‘Go Freestyle’ with Lurpak Spreadable campaign is based on the insight that good food need not be difficult or time consuming, but can happen when inspiration strikes and instinct takes over. The bold push kicks off this April with inspired new advertising across TV, outdoor and digital. Added experiential support and enhanced promotional activity in-store will build on the ATL campaign. The new campaign, with voice over by the ‘voice’ of Lurpak, actor Rutger Hauer, launched yesterday (April 19) with a 30 second TV ad created by Wieden+Kennedy during Britain’s Got Talent. The ad captures the rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavour experimentation. The TV advertising will be backed up with outdoor executions going live in May. Further brand activity in support of the ‘Go Freestyle with Lurpak Spreadable’ campaign will go live from June, including a WIN mechanic offering consumers the chance to receive a limited edition Lurpak Tiffin Box via unique codes on inner foils. A Lurpak Freestyle Food Van will also be offering shoppers the chance to ‘Go Freestyle’ with their lunch options and share them on digital media where the brand will be promoting #FreestyleFood during ‘Freestyle Food Month’ to further shake up existing routines. Promotional activity was developed by BD Network. Including ‘freestyle’ sandwich ideas such as pulled chicken waffle burger and fig, manchego and honey crostini, the launch comes as sales of total Lurpak Spreadable have increased 3.3% in value to over £257m. The campaign is aimed at broadening the appeal of the brand and encouraging more consumers, including a young and South demographic, to experiment with it. Thryth Jarvis, Senior Brand Manager at Arla Foods, says: “We want people to re-evaluate their food choices and have some fun with them. That’s why we’re celebrating the art of freestyling in the kitchen and that means no recipe, no plan, no carefully measured ingredients. That’s freestyle.”
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