To establish Lurpak’s position as a champion of good food around the world, by inspiring the global food-loving audience.

Research suggested that the ‘Good food deserves Lurpak’ strategy, which had rocketed the butter from challenger to market leader in the UK, had strong potential for international roll-out. We developed a campaign that celebrates the magical power of the cook to transform ordinary ingredients, and Lurpak, into something extraordinary.

The campaign won Gold for Effectiveness at Cannes, and Millward Brown subsequently awarded Lurpak ‘iconic brand status’ in the UK and Denmark. The brand is now benchmarked against the likes of Coca-Cola and Apple as one of the world’s leading brands.