The new Lurpak poster has the headline ‘Leftovers’ in the centre, with the sub-heading ‘We call them ingredients’, and pictures of Christmas food around the edges, including a half-used pack of butter.

I’m an intelligent woman, but I just don’t get it.

1 Comment

Anonymous · March 4, 2008 at 8:57 pm

Allow me to explain if you will. Lurpak’s brand positioning is all about having opinions on good food. Hence the campaign endline: good food deserves lurpak.This is a christmas execution of this strategy, with lurpak expressing it’s opinion on christmas leftovers – “we don’t see them as leftovers, we see them as ingredients” The entire campaign is aimed at food lovers and is apparently very successful.

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