Lurpak campaign focuses on breakfast

Arla Foods is launching a new television ad for Lurpak as part of a £12 million marketing campaign in the fight back against Dairy Crest’s Country Life brand.

Wieden & Kennedy has created the campaign, which celebrates the enjoyment of a leisurely weekend breakfast. The ad shows sleepy people preparing and serving their breakfasts and the voiceover is by Rutger Hauer. The strapline for the campaign is “Saturday is breakfast day”.

To support the strategy, the campaign will only run on Thursdays, Fridays and Saturday mornings in the build-up to the weekend breakfast. It will remind customers to stock their fridges and cupboards and carries the message that good food does not have to be complicated, it’s ingredients that are important.

The campaign also takes in press, radio, outdoor and digital alongside TV.

Dairy Crest launched a campaign featuring former Sex Pistol John Lydon as its spokesman last year. The campaign was created by Grey London.