Wieden + Kennedy London's brand spanking new Lurpak campaign 'Saturday is Breakfast Day' goes live this evening.

Continuing to demonstrate that taking your time over good quality, simple ingredients pays; the new Lurpak campaign sets out to inspire people to make the most of their Saturday morning and cook up a homemade feast. 

The media and creative strategy have been woven together: media has been bought only on Thursdays, Fridays and Saturday mornings – in anticipation of the Saturday breakfast to come.

Delectable.