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England World Cup Announcement
England World Cup Announcement

Lurpak – Smoooth

The challenge

Launch Lurpak Softest, a new soft blend butter from Arla Foods.

What we did

The UK’s number one butter brand recently launched Lurpak Softest, which we introduced with a national campaign, led by TVC Smoooth.

The stylish 40″ spot debuted during the June final of ITV1’s Britain’s Got Talent and built on the Lurpak’s reputation as the ‘Champion of Good Food’. The creative used a smooth spread to prove that with Lurpak Softest even a rushed moment can be a time to master food.

The spot was directed by Kim Gehrig (John Lewis – Man on the Moon, Sport England – This Girl Can) via Somesuch, with VFX by Time Based Arts and sound handled by Twenty Below.

The effects

Kantar named Lurpak Softest Spreadable as the fifth most successful new FMCG brand launch of 2018, with sales hitting £12.9m – an even greater achievement considering the product was only launched in June.
Press coverage includes:
Adweek: Ad of the Day – “Lurpak, the master of food ads, is back with a gloriously smooth feast for the eyes.”
It’s Nice That: “Continuing a tradition of highly satisfying and hypnotic Lurpak ads, director Kim Gehrig has worked with Wieden+Kennedy London to create Smoooth, the latest film campaign from the butter brand.”
Creativity/Ad Age: Editor’s Pick – “Lurpak aims to show how smooth its Softest spreadable butter is in an ad that’s ingeniously filmed to mimic the smooth spreading action of the product.”
David Reviews: Five stars – “W+K’s long-running campaign for Lurpak oozes class and the latest instalment from Somesuch’s Kim Gehrig is no exception…Lurpak’s advertising demonstrates the benefit of sticking to the same core message and allowing the executions to advance the campaign without moving it on so quickly that you leave the audience behind. It’s a great approach and it’s paid dividends for the client.”
Campaign: “Lurpak’s ad is as smooth as its new product.”
The Stable: “Lurpak ads are sexy. And that doesn’t mean they are NSFW or not appropriate for family viewing. It means that Wieden+Kennedy has identified that great food advertising is about triggering the senses.”
Little Black Book: Editor’s Choice – “Kim Gehrig gets ‘Smoooth’ in this super satisfying Lurpak ad.”

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