2016 Winners & Shortlists

The Campaign

In 2015 Lurpak Butter boldly launched a range of 5 brand new premium butter products, namely, Lurpak Cooks Range. Despite the enthusiasm for the launch there was a major challenge. Lurpak Cooks Range had been developed in Europe where usage of the products, such as “butter mist” were common, though in the Middle East, these products have never been used. Although the creative provided was visually stunning, it featured western dishes that were not locally relevant. Strategy: Prior to the launch we ran a competition to attend cookery classes for over 100 people to help teach them about how to use the new range. It was extremely successful and it was during these classes that it became very apparent that we needed to educate and make all our communication very locally relevant. Our approach thus focused on bridging this gap between building awareness of the new Cooks Range, and ensuring consumers properly knew how to use the products, meaning they’d want to buy and try them out. Solution: To complement the global TVC, we developed culturally relevant and product specific content by partnering with the region’s “Martha Stewart, none other than ‘Supermom’ Maria Khalife. Together, we scripted and directed a series of 15” infomercials showing each of the five products, which were then aired on Pan-Arab Television, alongside the main TVC. Working with Atyab Tabkha- a very popular Arabic cooking platform, we created multi format content from Instagram videos, tips and recipes, placing Lurpak in multiple sections of the website On Shahiya, the regions No.1 food portal, we curated a total of 30 recipes, 45 tips, 4 articles and 10 videos all driven to keep the content fresh and relevant. A TV product integration, Print and Outdoor media supported the plan.

Lurpak Market Share in Saudi Arabia rose from 12% to 33%, Cooks Range accounted for 3 percentage points of these gains. Brand Tracking of the 15” TVC’s showed they delivered 8% higher brand recall than the global asset despite fewer weeks or weights on air (4 weeks in total for the 15” vs a full year of TV activity with the global asset) The Middle East was recognized by the global team as being the number 1 performing launch market globally, and received campaign of the year at the internal Arla awards, This was a considerable achievement given our challenge. The campaign also won at the 2015 MENA EFFIEs ceremony The total cost of production of the 5 15” pieces of branded content was 75,000 USD which is the equivalent to 5 spots during prime time on the top TV channel used throughout our campaigns. Over and above delivered on reach and higher frequency and more seconds on air, all achieved without any creative partner. 500,000+ views of the 15“ videos on YouTube, +680% more views than the global TVC received on the same platform. Engagement jumped +1,350% higher than the industry (2.07% vs 0.15%). +116,000 fans increase on Facebook.