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We were briefed to create a TTL campaign to launch new Lurpak Lighter.

The campaign needed to drive awareness of this category innovation and appeal to increasingly health-conscious food lovers.

We needed to position Lurpak Lighter as the link between lighter, healthier food and the master brands’ role of inspiring the cook within, to prepare mouth-watering, craveable food.


Eating lighter usually means compromise when it comes to taste and natural ingredients - but not with Lurpak Lighter by your side.

Made from just a few natural ingredients, it offers everything a cook loves about butter - just with less fat.

To celebrate this, our launch campaign championed simple, delicious food that can be created with a knob of Lurpak Lighter and just three or four ingredients - Greatness forged from simplicity.

An idea designed to inspire our audience to continue their love affair with cooking great tasting food - just with a little less guilt.


We developed the full, through the line campaign suite from origination to print
with touchpoints across:
Digital OOH
Shopper POS (in-store and online)
Recipe suite
Global toolkit for pan market delivery

Messaging flexed accordingly along the path to purchase to switch from awareness to conversion as shoppers came closer to product at the point of purchase.