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TitleLove Story
Campaign Lurpak: changing the nations taste
Advertiser Arla Foods
Brand Lurpak
Product Butter
Business Sector Butter
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

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