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Lurpak - "Love Story" - adam&eveDDB

  • Love Story
  • Lurpak
  • Arla Foods
  • adam&eveDDB
  • United Kingdom
  • Lurpak: changing the nations taste
Product NameButter
Product CategoryButter
LanguageEnglish
Media TypeTelevision
Length43 Seconds
Awards IPA Effectiveness Awards, 2000 (Shortlist) for 4-Star

Concept

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.