Lurpak Joy of Creation

Lurpak, a leading brand of butter in the UK, is continuing the “Joy of Creation” advertising campaign launched in January 2010, adding “Cake” to “Pie”. The campaign celebrates the pride and sense of achievement one gets from cooking from scratch, even if the results aren’t always pretty. “Glorious cake, who cares if it’s cock-eyed. You don’t measure taste with a spirit level”.

Lurpak Cake

Click on the image below to play the Pie video.

Click on the image below to play the Cake video.

Charlotte Buswell, Brand Manager for Lurpak, said, “With our fun and empathetic advertising campaign we are continuing to target ‘gourmet foodies’ who enjoy everything about cooking from start to finish. The new creative will ensure that Lurpak is top of mind for these consumers when it comes to creating great tasting
food and so we recommend retailers stock up with Lurpak to take advantage of this awareness driving activity.”

The next phase of the Lurpak marketing campaign also includes VOD and a further mouthwatering outdoor advertising campaign which features strap lines such as ‘Crispy Bits, worth the washing up’ and ‘Triumph never came out of microwave’.

For a bonus click on the image below to play the Saturday video.


The Joy of Creation campaign was developed at Wieden+Kennedy London by executive creative directors Tony Davidson and Kim Papworth, creative directors Ben Walker and Matt Gooden, creatives Ben Everitt and Sophie Bodoh, agency producer Michelle Brough.

Filming was shot by director Joshua Neale via Independent with producer Jason Scanlon.

Post production was done at The Mill, London, by Lead Flame Artist Adam Scott, online producer Luke Coulson.

Editor was Tim Hardy at Cut & Run, London.

Sound was produced at Wave Studios by sound engineer Aaron Reynolds.