The cream is churned very slowly and is made in small batches to allow a unique, fuller Lurpak taste and texture to develop.
“Typically seen as the perfect partner to good food, we had the opportunity to build on Lurpak’s brand credentials and create a new brand that communicates the authenticity, taste and premium quality of the product in a modern way without risking it becoming niche,” said Rory Fegan, Pearlfisher senior strategist.
“Working closely with Pearlfisher, we created a unique Lurpak brand that shifts the focus from being a food lover’s ingredient to celebrating the way good butter tastes and is consumed,” said Arla vice president global butter & spreads, Laurence Fischer. “The Lurpak Slow Churned Butter identity and the innovative packaging design creates a new in-home brand experience, taking FMCG and butter to an entirely new level.”
The new brand and packaging will be launched in the UK this month and will roll out across key global markets throughout 2013 and 2014.
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