Christmas is a time for good food
and good food deserves Lurpak
How we created an iconic experiential campaign that delivered on Lurpak’s foodie
credentials and the brand proposition CHRISTMAS DESERVES LURPAK.
BRIEF
At Christmas, we know that people are looking for inspiration when it comes to food
and are willing to spend a little bit extra on quality ingredients.
We were tasked to create an experiential campaign that delivered on Lurpak’s foodie credentials
and the brand proposition CHRISTMAS DESERVES LURPAK.
IDEA
Being the champion of good food, we wanted to put Lurpak at the top of shopping lists during the festive season and so needed a fame-driving piece of activity that would engage with consumers and be amplified through social media.
Our solution was to combine the iconic branding of Lurpak with something that symbolised pure Christmas joy. We created an 8m tall tree, made up of oversized blocks of Lurpak.
The tree was surrounded by a 360° kitchen from which we prepared and sampled our take on classic Christmas foods. From the perfect roast potatoes to a rich and indulgent fruit cake, we took the nation's favourite dishes and showed people the secrets to culinary success.
Our team of Brand Ambassadors were also on hand to spread festive cheer with our Christmas recipe booklets and exclusive branded cookie cutters.
RESULTS
The Lurpak Christmas experiential tour was live for 15 days, visiting 5 iconic UK locations in London, Birmingham, Leeds and Edinburgh.
As a result:
1,600,000 opportunity to see
186,700 recipe booklets distributed
41,363 food samples tasted
25,000 cookie cutters gifted