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.