New campaign – Lurpak Perfect Breakfasts

Lurpak is this week launching a campaign in Sainsbury’s stores around the country, as it expands its marketing activity to integrate in-store media with TV and online.

The butter brand has launched its “Perfect Breakfasts” campaign across Redbus Outdoor’s retail network of shopping baskets in Sainsbury’s Local and Central convenience stores throughout the UK.

The campaign is the first deal between Lurpak’s owner Arla Foods and Redbus Outdoor. It is the latest stage of Lurpak’s integrated activity this summer, which is built around a competition for shoppers to win breakfast at leading European hotels. Redbus Outdoor’s retail media network reaches over 120 million shoppers, on baskets and trolleys, across 900 stores every month.

The campaign has been bought by the poster specialist Posterscope. It is due to run until the end of June.

Separately, Arla Foods has begun an online campaign to promote its lactose-free dairy drink Lactofree, which launched at the start of the year. The aim of this campaign is to raise awareness of lactose intolerance, which Arla claims affects up to 15% of the UK population.