Lurpak has unveiled a new TV advert in the UK designed to encourage consumers to cook with Lurpak, as part of a multi-million pound marketing spend.
The campaign aims to challenge consumer cooking habits and drive butter usage, with research by Lurpak showing that UK consumers are spending more time engaging with food media than actually cooking.
Lurpak’s Game on, Cooks advert will debut on 18 September with a 60-second TV spot. The bold new campaign is designed to tackle what Lurpak termed the “cooking paradox” by demonstrating that consuming food culture is a poor substitute for the experience of cooking. It also showcases Lurpak as the brand to get consumers back into the kitchen.
The ad opens on a pile of TV screens, laptops, phones and cookbooks capturing food culture in all its forms. Rutger Hauer – the voice of Lurpak – then declares that “nothing compares to the thrill of a hot kitchen”, as the pile of TVs is suddenly blown up and viewers are transported into the action of a hot kitchen.
Reminding food lovers that “you’re not a cook until you cook”, the ad concludes with the line “strap on your aprons and reach for the Lurpak”.
Lurpak senior brand manager Louise Goodyear said: “Cooking is key in the butters and spreads category and Lurpak is perfectly placed to stir a cooking revolution by rousing ‘sofa chefs’ back into the kitchen. Consuming food culture does not compare to the sights, sounds and tastes of the kitchen. That’s why we’re challenging food lovers to stop spectating and enabling them to start cooking with Lurpak. Game on, Cooks will reinforce Lurpak’s position as the champion of good food.”
The TV ad is part of a multi-million-pound marketing campaign that also features shopper, press, digital and PR activity.
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