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Lurpak

How do you stand out in a commoditised market?

Overview

We helped Lurpak think bigger than butter to create a distinctive new positioning around the appreciation of food, targeting gourmets to differentiate Lurpak from Anchor and the competition.

Challenge

Totally interchangeable with other spreads, Lurpak came to us with a big challenge, “how can we stand out from the sea of yellow?”

Solution

Using qual and quant research, we mapped the market to understand where the money was and where brands were currently positioned. We knew the brand needed a purpose that gave it a meaningful role in people’s lives beyond the world of butter and margarine, so we mapped attitudes to food, not just spreads. 

We identified a commercially exciting target - ‘gourmets’: big, profitable and growing. We then created a number of inspiring positioning ideas to emotionally connect with this target.

From this came a powerful purpose around ‘celebrating great food’ and a distinct and compelling personality to match.

Result

20% year on year growth

Bypassing Flora to become the #1 spread brand in the UK

Delivering an increase of £118 million NSV

This piece of work has transformed how we think about our portfolio, I am convinced it will drive growth. It is robust, simple and inspiring - Communications Director, Arla

 

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