Our new UK campaign for Lurpak butter champions good, proper food, and aims to inspire people with the axiom that when it comes to good food, you get out what
you put in.

As recession bites and institutions collapse it can be hard
to know where to turn and what to rely on.  In these circumstances,
people take control where they can
– they depend upon the familiar and age-old rituals.  At the center of
this so often sits good food.  Not just any food but big, proper, hearty
meals. Lurpak recognises this and through its campaign, encourages people
to look again through different eyes at the dishes traditionally called
‘comfort food’. These aren’t dishes to feel guilty about tucking into; this is
the stuff that has sustained us for centuries, the meals we can rely on again and
again to get us through.

The
60” TV spot below (directed by Vince Squibb at Gorgeous) breaks on Sunday 10th
February. The spot is a thundering cacophony of industry – a sensory
bombardment of human effort, forging three classic meals in three different
kitchens; cottage pie, bread and butter pudding, macaroni cheese. This is
proper food, with Lurpak at the heart of each recipe. Rutger
Hauer, the voice of Lurpak, lends his distinctive tones to the soundtrack.

The print campaign, shot
by Rick Guest, reflects the feel of the TV spot – an industrial heat radiating
out from the three hero dishes: Cottage Pie, Macaroni Cheese, and Bread and Butter Pudding. Each dish depicts a
different aspect of power: STRENGTH. MIGHT. OPTIMISM. This is a campaign to lift
people’s spirits in the middle of winter. To celebrate the meals they cook at
home. And to inspire people to revisit some old favourites.

Today, Welcome to Optimism comes to you drenched in custard. And Lurpak.