We encouraged Britain to go 'freestyle' this weekend, with the launch of our new campaign promoting Lurpak's soft straight-from-the-fridge butter, Lurpak Spreadable. It's the perfect product for freestyling in the kitchen.

We wanted to inspire cooks to loosen up, get creative and embrace the more spontaneous side of food. Casual kitchen dabblers and adventurous cooks alike know that sometimes, the most wonderful creations happen in the kitchen when inspiration strikes and instinct takes over. Whipping up a spot of lunch can turn into a delicious experiment when there’s no recipe, no plan, no carefully measured ingredients. Just a little bit of this, a pinch of that and a drizzle of the other.

We kicked things off with a 30” TV spot (watch the glorious 60" version here) on Saturday during Britain’s Got Talent. Directed by the ever so talented Juan Cabral, the film captures the beautiful, rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavour experimentation and explosive taste sensations.

We see cooks throw unusual and enticing dishes together to a rip-roaring jazz soundtrack, whilst the voice of Lurpak, Rutger Hauer, steers the show like the leader of the band. We were lucky enough to work with New York dancer, Storyboard P, on the choreography, which brings a dynamic feel to the film, echoing the beautiful frenzy that freestyle cooking creates.

Gustav Almestål captured delicious and inspiring bread creations for print and outdoor executions. Coupled with bold statements, the ads invite cooks to re-evaluate their sandwich endeavours and embrace the art of going freestyle.

Hungry? Go freestyle.