We’ve been working with Lurpak in the UK for several years and we're really excited to be able to announce the launch of Wieden + Kennedy London’s first global campaign for Lurpak. UK readers will recognise a strong resemblance between the campaign with which they're already familiar and this new work, which aims to inspire food lovers around the world.

After
much travelling, numerous market inductions and a lot of food
tasting, Team Lurpak came to understand that when it comes to good food, cooks
speak a universal language. It doesn’t matter where in the world your kitchen
is, what dish you are cooking, or what word you use for “hot”, the imagination of
the food lover is most captured at the moment of creation, the moment in the kitchen when the cook, the ingredients and the
butter (Lurpak, obvs) come together as one. It is a moment of transformation, a
moment at which all the senses come alive. The TV ad showcases this
special moment and tells the story of “the cook”, celebrating her magical power
to transform the ordinary into extraordinary.

The campaign, which launches today in Denmark, will run in multiple markets across the
world. Print executions challenge cooks to weave their
magic with a host of tempting raw ingredients.

It's been great to take what we've
learned and achieved for the UK and develop it to spread the Lurpak love worldwide.