We are delighted to announce the launch of our new campaign for Lurpak Lightest. Not only is it a new campaign, it’s a brand new product and Lurpak’s biggest launch in 10 years. It’s a hugely important launch for the brand, allowing them to compete with other low fat spreads on the market by offering health-conscious consumers a new low fat product that doesn’t compromise on taste.
 
Over a year in the making, we’ve been involved in this launch from the very beginning – developing the positioning, name and packaging for the product as well as the advertising creative. Here's the new pack:

 With this campaign we want to banish the sad image of health food, and instead celebrate a colourful, textured and exciting world. The rainbow colour spectrum is the element that ties everything together. The poster (below) features a beautiful rainbow made from all kinds of fresh, healthy food. Dan Tobin-Smith did the rainbow photography and Nicola Yeoman did the rainbow design & build.

In the words of our Voiceover Maestro Rutger Hauer, ‘Whoever said green things are boring is so uncool’.
 
The 60” TV ad, directed by Dougal Wilson, breaks this Sunday, during Dancing on Ice. The 60” TV ad (above) was directed by Dougal Wilson and breaks this Sunday during Dancing on Ice.

It’s supported by a big outdoor campaign from 23rd January, including special sites like Imax and The Clapham Colossus (that's the really, really long poster site by Clapham Junction), as well as press, online and the biggest retail campaign the brand’s ever done. The Lurpak rainbow will be very hard to miss. Sites will look a bit like this:

Arla Foods have even stuck the rainbow all over their HQ.

Look for Lurpak Lightest in your local supermarket!

(Lots of press executions also to follow.)