This weekend sees the second part of our Lurpak ‘Good
Proper Food’ campaign go live.

Tactical messages will appear just when people are at
their hungriest and most forlorn, starting with this rallying cry in the Sunday
papers:

We’ll be talking to tired commuters on the Tube:

We'll be bringing strength to those poor souls stuck in rush
hour traffic jams:

And we'lll be reacting live on digital
screens to weather conditions across the country.

Onwards,
hungry people of the blogoverse. We have Lurpak on our side!

First of all, it’s
been amazing to get an idea of a campaign’s final week. Those manic days before
it goes live, then the going-live itself, then the media explosion that
follows. It's something I’ve never seen
before. Which is quite nice, really.

Ah yes. The work. Things have got very busy.

I have mainly been doing lots of research into lots of different things. I can see more and more how 'planning' works as a real job, and how closely planners work with the meat and bones of a campaign. Lots of thinking about things is involved. It's pretty cool.

As always, I have
learnt some new terms.

These include ‘intrinsics’,
‘NPD’, ‘halo’, ‘hero’, and ‘brand architecture’. The last of these is my
favourite phrase and as such I have used it in a lot of conversations, mostly
in the wrong way. I’m learning.

That’s all folks. To
(what’s left of) week three!