Arla unveils new ads for Lurpak and Anchor

Arla Foods is launching new television adverts for its Lurpak and Anchor brands, as it continues its push to boost brand awareness for the milk and butter brands in 2010.

Lurpak ad
Lurpak campaign

The Lurpak ad, which was created by agency Wieden & Kennedy, extends from a previous campaigns for the brand which ran in January.

Lurpak’s new ad, entitled “Cake” will break today (19 April) and will extend on the brand’s push to “explore the pride and sense of achievement one gets from cooking from scratch”. It will be on air for a month and shows a lady baking a cake in her kitchen at home using Lurpak.

The film finishes with the line ’Glorious cake, who cares if it’s cock-eyed. You don’t measure taste with a spirit level’.

The next phase of the Lurpak marketing campaign also includes VOD and an outdoor advertising campaign that features strap lines such as ’Crispy Bits, worth the washing up’ and ’Triumph never came out of a microwave’.

Charlotte Buswell, brand manager for Lurpak, says: “With our fun and empathetic advertising campaign we are continuing to target ’gourmet foodies’ who enjoy everything about cooking from start to finish.”

Meanwhile, Anchor is launching a £10m 12-week TV advertising campaign from the middle of May. The advert will highlight the heritage of Britain’s oldest butter brand and the fact that Anchor has been made by cows since 1886. CHI & Partners created the ad.

The 40-second creative plays on the ’Made by Cows since 1886’ theme, showing a tongue-in-cheek day in the life of the Anchor Butter cows making butter in the Anchor Dairy.

As well as appearing on TV, Anchor Butter will also be on cinema screens for a month in June. There will be further marketing activity to follow later in the summer, targeting females aged 35 – 54, capitalising on their increased cinema attendance during the World Cup.

Mike Walker, Anchor butter senior brand manager, comments: “The new TV advertising campaign takes the brand in a very different direction which will undoubtedly generate consumer excitement in the brand, reminding them of the great reasons to purchase Anchor Butter.”

Arla Foods is currently reviewing its pan-European media planning and buying arrangements, aiming to consolidate the account into one agency.

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