W+K London and Lurpak Bring Hope to the Kitchen in Epic Campaign

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Somesuch's Kim Gehrig directs tantalising spot featuring voice over from Swedish actor Mikael Persbrandt
W+K London and Lurpak Bring Hope to the Kitchen in Epic Campaign

Lurpak is launching a sumptuously shot, epic brand campaign to encourage people across the globe to take up their spatulas and cook good food from scratch.

In 2020, we all know what it feels like to have the weight of the world resting upon our shoulders. And yet, heroes are closer to home than we thought.

Further cementing Lurpak’s reputation as the Champion of Good Food, the campaign reminds us that every moment in the kitchen is an opportunity to make a difference, and a cooks’ impact on the world can be greater than we think - ‘Where There Are Cooks, There Is Hope’.

Building on the brand’s iconic visual style, the marketing drive is led by a playful 60 second TVC, directed by Kim Gehrig who has previously created award-winning films including Viva La Vulva for Libresse, Nike’s Dream Crazier and This Girl Can for Sport England.

Featuring a masterful voiceover from Lurpak’s new ‘Food God’ Mikael Persbrandt, cooks are implored to turn waste into wonder, embrace the unwanted and process their own food.

The spirited film will run across markets including the UK, Australia, Greece and Scandinavia, and is supported by print, digital and social advertising.

Christian Fischer, Lurpak vice president, Arla Foods, said: “Lurpak’s new campaign is bringing a much-needed sense of hope back into kitchens across the world.

“Families that cook are proven to have better relationships, cooks reduce food waste, they make healthy delicious, and can even cure the dreaded hangover - ‘Where There Are Cooks, There Is Hope’ celebrates how cooks can have a positive impact on the world around them and wants to inspire more people to cook.”

Tom Bender and Tom Corcoran, creatives at W+K London, said: “It’s scary working on such an iconic brand that has defined an entire category. However, aligning Lurpak with a higher purpose helps give the work a more meaningful connection to its audience while continuing to expand its distinctive brand world.” 

Lurpak’s campaign, launched on March 8, kicking off a five week drive with a special 60 second launch spot in ITV1’s Dancing On Ice Final. The film will be supported with more than £3m media spend throughout 2020 across TV, VOD, Social and Digital channels.

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Client Name: Päivi Piirala, Christian Fischer, Claire Irvine, Antoine Riché

Markets Greece, Denmark, Sweden, UK, Australia
Agency

Agency: W+K LONDON

Creative Director: Sophie Bodoh, Scott Dungate, Laura Sampedro, Carlos Alija

Creatives: Tom Bender and Tom Corcoran, creative support by Joe Bruce

Executive Creative Directors: Tony Davidson and Iain Tait

Group Account Director: Paulo Salomao

Account Director: James McHoull

Account Manager: Lola Sauer

Planner: Indiana Matine, Rory Foster

TV Producer: Michelle Brough

TV Production Assistant: Sammy Watts Stanfield

Business Affairs: Jo Woodford

TV PRODUCTION

Production Company: Somesuch

Director: Kim Gehrig

Executive Producer / Managing Director: Seth Wilson

Production Company Producer: James Waters

Production Manager: Joe Thornber

Director of Photography: Lasse Frank (with additional photography by Stephen Keith Roach)

Production Designer: Marie Lanna

Costume Designer: April Napier

Editorial Company: Trim

Editor: Elise Butt

VFX Company: Framestore

VFX Producer: Sophie Harrison

VFX Supervisor: Andy Salter + Ben Cronin

Colourist: Simon Bourne

Sound Company: Factory

Sound Designer: Antony Moore

Music Company: Mr Pape

Music Supervisor / Producer: John Connon

Composer: Rohan De Livera

Genres: Tabletop

Categories: Food, Dairy

Somesuch, 5 months ago