Arla Foods is backing Lurpak with a new promotion and £1m TV campaign featuring Douglas the Butterman. Throughout September, consumers will be offered a Lurpak toast rack and two 250g packs of butter for £3.19. The ad, created by BMP DDB, with media through Carat, breaks nationally this week. It shows Douglas, created by Aardman Animations, exasperating actress Penelope Keith with his antics. An Arla spokesman says: ‘This will be far and away the biggest on-pack offer in butter, spreads and margarines this year and will heighten the category’s profile.’ The promotion follows a successful offer last year, when Lurpak sold 1 million butter dishes in a month.