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Campaign Lurpak: changing the nations taste
Advertiser Arla Foods
Brand Lurpak
Product Butter
Business Sector Butter
Tagline Its a matter of taste.
Philosophy This paper demonstrates how advertising, based on academic research, turned the butter market on its head.

In just 3 years, the advertising grew a regionally based brand, Lurpak, to No. 1 in the UK - dethroning the brand leader of almost 40 years standing. The advertising paid for itself nearly 1.5 times over, almost doubling Lurpak's value to over £100m.

This was remarkable in a declining market, characterised by decades of static shares and entrenched tastes.
Media Type Television
Market United Kingdom

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