How we launched Lurpak Lighter and inspired light lovers to do their thing in the kitchen using the power of only a few natural ingredients.

In 2021, Lurpak would lead category innovation once again with the launch of a lighter block butter, to sit alongside its existing Lurpak Lighter Spreadable product. 

Lurpak briefed us to create a launch campaign that would introduce this new product in a way that complimented their existing brand world – but would allow the new products to stand out as the go to sidekick for light lovers.

Our Challenge

Lurpak Lighter was big news. A lighter butter made with just a few natural ingredients and we wanted foodies to hear all about it.

Healthy eating had become a world of compromise and hacks. Ways to achieve all of the benefits and taste of cooking with real butter but usually at the expense of naturalness.

With Lurpak Lighter we could put the soul back into healthier cooking and allow our health focussed audience to create lighter dishes without any of the additives that you would find in the likes of margarine.

We needed to land all new Lurpak Lighter in a way that brought to life this innovation in the BSM category. The campaign needed to sit comfortably alongside the masterbrand campaign (Good Food Deserves Lurpak) but also allow Lurpak Lighter to stand proudly on its own two feet.

The execution had to allow Lurpak Lighter to credibly present its lighter food credentials in the master brand's signature style (namely mouth-watering, craveable food).

Our Insight

Our BSM (butter, spreads, margarine) category consumer research revealed two attitudes of our health-conscious food lovers.

Firstly, that in order to eat more healthily they should use margarine spreads, because being plant based insinuated that they were better for you (and this conception was compounded by competitor brand campaigns). The reality was that these ‘healthier’, light solutions were not always as virtuous as they appeared, made with long lists of processed and artificial ingredients, that once revealed, were off putting to our audience. Conversely, Lurpak Lighter Block was made with only three natural ingredients (and Lurpak Lighter Spreadable, only four natural ingredients).  

Secondly, there was a feeling that eating more healthily came with some sort of taste penalty. Our audience felt that they had to compromise on delicious food in order to achieve health goals. 

Our insight in turn was, that with Lurpak Lighter, our audience could have their actual (not proverbial) cake and eat it. 

Our Strategy and Approach

Our campaign needed to not just educate these future Light Food Lovers that Lurpak Lighter was an all-natural product (made from only three natural ingredients or four in Spreadable's case), that allowed them to achieve lighter food without a compromise on taste, but also inspire them to pursue their foodie passions in this lighter food landscape.

Lighter Food no longer meant we were only talking about salads or vegetarian dishes, but about craveable food where butter could play a role.

Lurpak Lighter would allow people to enjoy a lighter version of food they loved, with the same great taste – just a little less guilt. Despite this benefit, proposing fully indulgent food as ‘lighter’ would not seem credible. So we needed to strike the right balance in our food choices.

As with any Lurpak campaign, food choice and treatment within the touchpoints would be critical to hit that credible / mouth watering lighter food balance. In addition to food selection, we knew that showing simplicity and minimal ingredients would also help convey lightness and naturalness.

Our Solution

Our idea was to dramatise the lighter and natural credentials of the product through a lens of simplicity, highlighting delicious food that could be created with Lurpak Lighter and just three or four other ingredients. 

We created the campaign “Greatness forged from simplicity", focussing on what can be achieved with just a few quality ingredients and a little Lurpak magic.   

No more compromise or poor versions of – simply lighter dishes that allowed our audience to create and enjoy the great tasting food that they craved.

We developed the creative idea into a through-the-line global campaign, to be activated across markets, in both OOH and retail media formats.

New photography assets were produced, which captured all of the dishes across a range of set ups. Every execution featured the Lurpak Lighter product front and centre, with the camera angle pointed upwards to give the composition both scale and impact in order to symbolise the dawn of a new era of lighter cooking. 

Results and Learnings

We developed the full, through the line campaign suite from origination to print with touchpoints across:

·      OOH

·      Digi OOH

·      Magazine adverts featured in health and lifestyle publications

·      Shopper POS (in-store and online)

·      Recipe suite

·      Global toolkit for pan market delivery

·      A messaging system that flexed accordingly along the path to purchase to switch from awareness to conversion as shoppers came closer to product at the point of purchase

The campaign helped secure successful listings of Lurpak Lighter block across Arla’s full UK retail estate and contributed to their most successful year in value growth to date.