Lurpak set out to create a plant-based product that lives up to the high quality and great taste that Lurpak is known for—using its long-term brand positioning as a key strength. For nearly 20 years, the brand has communicated that ‘Good Food deserves Lurpak.’ So we used Lurpak’s® credentials in taste and quality to its advantage and applied them to a category often challenged on these standards. Introducing “Crush Expectations” because ‘whatever you think about plants, think again.’ 

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