Reminding people across the globe of the joys of cooking for Lurpak
Lurpak was in the early stages of digital adoption when we were appointed as global digital AOR. We were tasked with planning, developing and delivering digital content across 20 markets, each in different stages of digital maturity and product adoption. Creative was adapted for market nuance across the different markets resulting in targeted, culturally resonant creative executions.
We moved Lurpak from using digital as a “push” advertising channel to being a content advertiser. Search trend analysis, consumer research and social listening allowed us to identify the role digital food content plays for cooks and gave us a truly consumer-led brand purpose: “Empower the Cook In Everyone”. By focusing on the universal language of food our work has been adopted and adapted with ease across all markets, whilst staying true to a singular brand.
The ‘Game On Cooks’ campaign delivered 971% search uplift and 54.1% ad recall. The Trueview YouTube edit almost doubled the target view through rate and the Instagram view through rate was 2.5 times higher than the industry benchmark. In broader terms, despite overall shrinkage in the BSM (butter, spreads and margarines) category, the markets that have adopted our digital strategy have all seen growth in both share and volume year-on-year, as people get in the kitchen and get cooking with Lurpak.
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