Lurpak's Unmissable Billboard

This week's brandlight is from a billboard poster that team member Claire couldn't help but notice as she sat in a pre-breakfast traffic jam. The Lurpak campaign that is featured on billboards and TV embraces the UK's love of home-made, hearty meals with the simple aim to make the nation's mouths water.

The billboard advert, as proven by our hungry team member, does exactly the job of what all 64 sheet ads are supposed to do; capture the audiences attention in the split second in passing. The winning formula of bold image, striking headline and recognisable Lurpak packaging creates an instant consumer reaction. The ad echoes the success of billboards such as 'Hello Boys' by Wonderbra that followed the same principle substituting macaroni cheese with Eva Herzigova.

The billboard is only one aspect of this strong integrated campaign. Lurpak have successfully created recognisable TV advertisements for their brand in recent years. The TV advertisement for this campaign is an elongated version of the billboard imagery and draws out the making of the dish. This is coupled with the equally heart-warming voice over of Rutger Hauer, whose link with the brand in their past commercials is beginning to become an iconic pairing.

In addition to the print and TV ad Lurpak have also cleverly used social media to strengthen their campaign. Lurpak have worked with carefully chosen food bloggers to select and recreate the recipes featured in the campaign. As more consumers use the web and social media to find and share recipes it is an increasingly important channel for food brands. Lurpak's use of bloggers makes the recipes readily accessible to the consumer as well as easy to share with their friends and followers. The team at Lurpak are clearly aware of the virality on social media platforms as Claire, after tweeting about the pictured macaroni cheese, received a personal response from Lurpak with the recipe.

Through a well executed, intergreted campaign Lurpak has successfully drawn in the consumer and provided an easily-availble and tested recipe. The most admiral aspect of this campaign is Lurpak's message of unashamed and unapologetic promotion of hearty comfort food. The food featured is appealing and accessible to the nation in the current winter as well as financial climate. Instead of following the trend of advocating healthy eating like in their last campaign, Lurpak has gone back to traditional recipes that have been cooked by the nation for decades, even centuries. To the kitchen!