LURPAK

Leo Burnett came to us with a brief to launch a new LURPAK advert, following on from W+K's 'Game on Cooks' campaign. The aim was to get people from being excited about cooking to actually going in the kitchen and start cooking.
Insights told us that knowledge, confidence and time were the main factors holding people back from creating their own meals. To address these issues, we came up with the idea of using every day movements and translating them into gestures used when cooking, parallels if you will (see storyboards below for examples). The message we were trying to convey is that you already have all the secrets (or know-how), you just didnt know it, and LURPAK is the key to unlocking these secrets.
This IMC campaign also included a Facebook feature that provided people with recipes, tutorials on various cooking methods as well as the option to send you a text message with the shopping list for the recipe of your choosing. Furthermore, experiential advertising was also included in this campaign in the form of food trucks at outdoor events (such as food festivals for example), where people could see the product in action and taste its potential.
(Click on images below to enlarge).