Lurpak’s strategic pivot with Rory Foster of W+K, London
In a pre-covid, convenience-obsessed culture, cooking at home was struggling. This led to Lurpak's strategic pivot from celebrating how we cook to celebrating why. And the role lockdown played in its success. A 2021 APG Creative Strategy Award winner.
Below is a spot from the most recent campaign that reflects the pivot from “how we cook” to “why we cook.” It’s followed below by spots and ads from earlier campaigns.
To further reinforce its connection to home cooks, the campaign below was built around the observation that while the public’s appetite for cooking shows and cooking culture was insatiable, it wasn’t leading more people to actually cook at home.
Starting in 2007, the W+K spots below (“how we cook”) ran as part of the “Good Food Deserves Lurpak” campaign that helped fuel the brand’s growth for close to 10 years.
Below is an example from the long running “Douglas” campaign that was in place prior to W+K partnering with the brand.