Lurpak: Turning thought leadership into market leadership

As a classic brand in a low-interest category, Lurpak aimed to drive growth and reinvigorate consumer interest in its brand. The campaign focused on good food being a simple pleasure and emphasised food that Lurpak could be enjoyed with. Total sales volume increased year-on-year by 3.76% and Lurpak became the most valuable brand in its category, becoming the owner of the 'champion of good food' idea