Lurpak - “Strawberry”
|Tagline||Its a matter of taste.|
|Agency||Adam & Eve DDB|
|Campaign Name||Lurpak: changing the nations taste|
|Country of Production||United Kingdom|
||IPA Effectiveness Awards, 2000 (Winner) for 4-Star|
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.