Lurpak butter weaves its magic in new $10m Aussie launch via Wieden + Kennedy UK
Danish premium butter, Lurpak, has this week launched its first Australian television commercial, “The Cook”, as part of the new “Weave Your Magic” campaign via Wieden + Kennedy UK.
The television commercial, which aired on May 12, is part of a $10 million marketing strategy that includes print media, outdoor, digital, sampling, and sponsorship of LifeStyle Food and Taste of Melbourne cooking school.
First introduced to Australia in 2006, Lurpak’s decision to expand its advertising reach and make a significant investment in marketing, demonstrates the brand’s recognition of Australia as a growing market where interest in home cooking and quality ingredients continues to rise.
Says Charlotte Buswell, senior brand manager: “Australian consumers, like many, from the seventy five countries around the world where Lurpak is sold, know the importance of using the best ingredients, whether you are baking a simple scone or creating a béarnaise sauce.
“The campaign highlights this and encourages cooks to ‘weave their magic’ to transform the ordinary into the extraordinary.”
The television commercial, directed by Scott Lyon of UK’s Outsider, features cinematic close-ups and slow-mo shots and is narrated by the husky voice of Blade Runner actor, Rutger Hauer.
“The Cook” is about the unassuming and un-showy cook with “slightly blunt knives”, turning everyday ingredients into glorious feasts.
Says Lyon: “When it comes to good food, cooks speak a universal language. It doesn’t matter where in the world your kitchen is, what dish you are cooking, imaginations of the food lover are most captured at the moment of creation.
“The commercial showcases this special moment, when the cook and the ingredients come together as one, with the help of Lurpak Butter.”
The television commercial, which is running across multiple global markets, will air in Australia for a total of 15 weeks between May and September 2013. In addition, Lurpak will be sponsoring LifeStyle Food in May, July and October.
The print and outdoor execution, shot by photographer Paul Zak, aims to inspire cooks to ‘weave their magic’ with Lurpak and a range of ingredients to create ‘good food’.
Australian consumers also have the opportunity to win a Kitchen Aid every day for 30 days through the Lurpak Facebook page – www.facebook.com/lurpak
Brand: Lurpak
Title: ‘The Cook’
Agency: Wieden + Kennedy (UK)
Creative Directors: Dan Norris & Ray Shaughnessy Director: Scott Lyon of Outsider Australian Media Agency: Carat
Australian BTL & digital agency: BD Network
12 Comments
Awesome.
Another company spending millions in media screening only imported spots
Thats Lurpak off the grocery list
This is a beautifully written, shot and voiced ad. It is a very good ad for butter.
It is probably even a good ad for Lurpak in places like the UK where it has 25% or more of the market.
But I am dubious that it is a good ad for Lurpak in a market like Australia, where it is a tiddler of a brand.
We don’t often see work of this maturity or craft being executed here. I’d rather watch international work, beautifully made, than the try-hard, over-acted, under-crafted work I’ve become accustomed to.
well when agencies here grow a pair & start getting better work through we’ll be here to make it.
if we havent pissed off to the states to shoot butter ads.
http://www.youtube.com/watch?v=m1Y77SU3hD4
Right on, Archie Rival. Danish goods deserve better treatment than they’d receive over here.
Would never get past the brains department anyway. Telling Mum she needs to be in the kitchen… European client would kill it.
That brings me to another point – where the f!!! Have all the Australian marketing directors gone to?! Seems the only companies doing decent ads have Australian marketing directors, the rest are here for a holiday with the added bonus of treating Aussies like the idiots they all perceive us to be.
I like several things about this. It’s a great spot, the Oz marketing mgr didn’t try to fuck it up with a bad oztralian v/o, shots of happy mums with kids etc. It may even encourage other fmcg clients to buy sonething other than the tired old cliches they trot out for every food product – but I’m not holding my breath.
Nose: if you want to do butter ads, go to New Zealand, bro.
The problem here is that, even though this spot ain’t great (and probably wouldn’t get any comment – good or bad – from the punters reading the UK’s advertising trade press, because it’s a workman-like piece of advertising at best) it’s still a million times better than the next Meadow Lea ad we’ll see on TV here.
So the client ought to be congratulated.
Fair crack o the whip blokes & blokes`s butter is made all over the world not only Aus & NZ, Irish & Welsh (Sher Gar) ia also A1, some butter is akin to Candle-Grease, just depends on yer taste , and where you come from , Goats, Sheep etc are also used in some places to make butter from the milk they give .