The Lurpak campaign by Wieden+Kennedy, London is one of my favourite recent advertising campaigns. I like the insight and strategy behind it and how they were translated into marvellous ads (with long copy). The rhythm, images and focus on what good you can make with Lurpak (instead of promising some super-healthy proposition) are a pleasing contrast to the usual screaming of advertising.

Yesterday evening a new series of print and television ads went on air:  „Saturday is Breakfast Day“ (via the W+K London blog). 

Inspire people to make Saturday a breakfast day. The brilliant copy and images are mouthwatering and inspiring. Again, the focus is on something you can make WITH Lurpak instead of some obscure promise what Lurpak does for you. Improve your Saturday, enjoy a wonderful breakfast, add Lurpak. Brilliant.

 I believe this resonates with many people in general (breakfast people like my wife or non-breakfast people like me) and Britain’s situation in particular.

It is hardly a coincidence that this piece appeared in today’s Times. Camilla Cavendish makes observations about the British and food that could very well be in the brief for the Lurpak campaign:

Most of us are confused. […] We balk at paying for raw ingredients, but readily cough up for extortionate ready meals. We spend hours watching TV chefs but apparently only 13 minutes on average making a meal – down from one hour in 1980.

and the last paragraph, where she recalls Carlo Petrini, founder of Slow Food, drawing the contrast

between Britain’s “pornographic” onslaught of recipes and TV chefs, and the “act of true love” that he believes is making food from traditional, local ingredients. 

Imagine that commercial.