Lurpak won a Silver Lion in Cannes – and is now winning the hearts of consumers

Congratulations to Lurpak, Arla Foods and their agency Wieden + Kennedy on winning a Silver Lion at the Cannes International Advertising Festival this weekend!

The Cannes Festival is a prestigious creativity festival, where brands and agencies from all over the world submit their best campaigns in the hope of a reward. Winning a Silver Lion confirms that Weave your magic is one of the best ads in the world.

The ad is about the unassuming and un-showy cook, turning everyday ingredients into glorious feasts with the help of Lurpak Butter.

– It is very rewarding for Arla to have the recognition of the industry – and even better when we know from Millward Brown testings that the campaign will be very effective at building brands and sales, says VP Global Marketing BSM in Arla Foods, Laurence Fischer.

– The award confirms that truly creative ads, built on consumer insights and solid ground work are the ones that really stand out. It also proves that it is possible to create award-winning ads that build brands, sell products and win the hearts of consumers in several countries. The ad is nothing less than a miniature work of art, says Lars Kaa Andersen, Millward Brown Denmark. From previous pre-tests we know that Cannes Lions winners tend to be engaging and different from other advertising. The Lurpak ad has exactly those qualities.

Before launching the campaign which consists of a 60 sec and a 30 sec ad and a print campaign, it was Link™ pre-tested in Australia, Denmark and other markets.

–  The ad speaks a universal language by dwelling on the making of good food and it speaks directly to the consumers’ emotions. One of the emotions most often used to describe the ad in the test is “Inspiring.” The campaign inspires cooks to weave their own magic and transform good ingredients into delicious food. There is no standard formula to creativity in advertising but the elaborate work process before, during and after the launching of the campaign combined with THE BIG IDEA proves that you can create advertising that both sells and stands out creatively. It is not often that advertising travels so successfully across markets. A precondition for succeeding is that a global brand promise is defined and that it matches perfectly the needs of a core target group in this instance “food lovers,” says Lars Kaa Andersen

While the respondents watch the ad, their facial expressions are recorded via web cam to capture their spontaneous and emotional reactions to each scene in the ad. For the Lurpak ad it is very encouraging to see that the emotional response is overall the same between the 1st and 2nd exposure. This indicates that the respondents are equally engaged watching the ad both the 1st and 2nd time, showing no sign of emotional wear out. Compared to TV, print is consumed more actively and an ad has to immediately give the readers a reason to look at it before they turn the page. As well as capturing attention, it is important to set up a clear route through the ad to ensure that the brand is noticed. For food lovers the print ads from the Weave your magic campaign are brilliant examples of how to achieve this creating synergies with the TV communication, enhancing the impression of Lurpak as the butter brand which brings out the flavour of good food.

The yellow dots show the parts of the print ad that the target group focuses on when exposed to the ad for the first time. This print ad is unique because the test reveals that all the creative elements of the ad get a fair share of attention with Lurpak at the very heart of it.
The yellow dots show the parts of the print ad that the target group focuses on when exposed to the ad for the first time. This print ad is unique because the test reveals that all the creative elements of the ad get a fair share of attention with Lurpak at the very heart of it.

The research behind the Lurpak campaign.

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