Lurpak has unveiled one of its largest brand activations to mark its 125th anniversary, aiming to engage consumers through experiential, social media, out of home and celebratory retail packs.
Established in 1901, and originally registered as the ‘Lurmark’ trademark in Denmark to protect the quality of butter produced for foreign markets, Lurpak has since become a household name in Britain for spreading, baking and cooking.
The Arla Foods-owned brand’s anniversary campaign is built around the Lurpak Good Food Vault, an immersive time-machine-inspired experience, taking consumers on a journey through five landmark eras of British home cooking. Showcasing the evolution of food trends, the campaign highlights how consumer preferences have changed over the past 125 years culminating in the present ‘Cook Your Way’ movement where consumers continue to personalise and innovate with traditional dishes.
To celebrate the occasion the brand has also launched the Lurpak Star, an annual national competition which will help showcase the outstanding talent across UK in the art of home cooking.
“We have seen food change dramatically over the last 125 years, but its ability to connect people together is just as powerful today as ever before,” said Catriona Mantle, marketing director at Lurpak.
“As we celebrate this special year for Lurpak, we are not only celebrating the creativity, flair and dedication of today’s home cooks but also remembering the quality and inspiration that we hold dear to our brand, since our foundation in 1901.”
Celebratory 125th anniversary Lurpak packs are available in-store now, alongside in-store activations. Lurpak said anniversary campaign forms part of its continued investment in driving relevance, penetration and engagement among food lovers.