Arla Foods: Lurpak #FOODADVENTURE
There are few things in life better than a fine home-cooked meal – but we needed to persuade hungry commuters that it was worth their while taking the time to create their own culinary masterpieces when they got home.
We recognised that the new Lurpak Cook’s Range could ignite a passion for cooking and help inspire keen home cooks to branch out in the kitchen. With the right nudge, they would not simply crave delicious food; they would actively desire to create it themselves.
Targeting commuters with their stomachs rumbling on their way home, we tantalised travellers through Waterloo Station with live cooking demonstrations, outdoor advertising, geo-located mobile messaging, samples and money-off vouchers.
The campaign cooked up a storm with a huge increase in brand awareness, knowledge and consideration.UK
Lurpak has established its foodie credentials with years of iconic food advertising. With the launch of Lurpak Cook’s Range, aimed at helping adventurous home cooks create food masterpieces like the professionals, Lurpak’s strategy needed updating.
We had to turn the audience of salivating voyeurs into kitchen auteurs by inspiring them to create their own meals every evening.
Our CCS research (Carat’s proprietary planning tool that surveys 11,000 people) told us commuters used digital out of home for evening cooking inspiration, so we targeted our would-be chefs there.
It also showed that the key to launching these products was education and inspiration through demonstration, for example, live demonstrations of top class cooking.
Our recipe: Take nine agencies, a handful of top celeb chefs, place in a bustling live setting with an abundance of dwell time and add a live streaming media first. Mix them all together and leave for three days, then enjoy the fantastic results of a successful and innovative media campaign.
We chose Waterloo for the live cooking demos; it’s the busiest train station in the country, delivering a large concentration of affluent London and South East travellers thinking about their evening meal in a high dwell time environment.
We started by titillating the commuters through exposing them to outdoor advertising from Lurpak, including time targeted Digital 6 sheet panels and Primesight’s 20 site “Waterloo Domination” package. We then introduced the Waterloo Gateway 96 sheet vinyl site and in-loop advertising on the UK’s largest indoor digital screen, Motion@Waterloo. Geo located mobile messaging through Weve drove people to the event.
This teasing climaxed with three days of experiential on Waterloo’s main concourse in the Lurpak Kitchen, a display stand featuring live demonstrations by the Lurpak Ambassador Chefs, run by BD Network. Alongside this we offered brand-to-hand sampling and a money-off coupons.
JCDecaux, Posterscope, Hyperspace, Live Poster and PSLive delivered the technical side of a true media first, as the giant Motion@Waterloo Screen, designed by W&K, played a mix of live footage of from the Lurpak Kitchen taking place on the concourse immediately below it (shot by PSLive) product imagery and social feeds, managed by Outside Line.
The Lurpak Cooks Range launch campaign demonstrated the power of great collaborative working across multiple agencies led by Carat. The campaign was extremely innovative and delivered a multi-touchpoint consumer experience that has led to a great awareness.Stuart Ibberson Category Director, Arla Foods UK