we salute you, brave food warriors

Our new campaign for Lurpak breaks this week. It's the result of a process that began with the pitch back in January 2006. So it's been a long time coming and it's a completely new direction for Lurpak. The campaign positions Lurpak as a quality butter to be enjoyed by anyone who appreciates the simple pleasure of good food.

It was interesting to post the new Guardian work on here and get people's reactions. Please let us know what you think of this too.

Comments

[richard]

Very very good.

And I rather think it will work - almost enough to draw me away from Anchor.

Superb writing on the telly as well.

[Charlie]

Shame you did not carry on with the opened wrapped over pack as you did with the fish one, much nicer image to feel the butter is part of the family, that it has been just taken out of the fridge, the whole block seems just a little sterile and does not really gel with the rich, warm images

[Bryn]

Saw the baked potato ad on tv the other night, had no idea it was W+K's.
First words out of my mouth "That was pretty cool for a butter advert."
Keep up the good work, guys.

[primus]

Honest. Simple. To the point. With a nice touch of savoir-faire, which is a good thing when talking about food. Good work.

[eevilmidget]

Hello. I think the copy is clever, and I do get the idea, but have reservations about the photography. Maybe I have been brainwashed by M&S?!... just can't help but think that seeing butter melting on food would convince me more. Food porn works for a butter glut like me I guess.

[ramses101]

I can't believe it's butter(-advertising). Very nice work. Feel the need for a toast comming up.

[Nico]

I love it.

That´s the way a butter should speak.
In my country this is just impossible.
Really. Impossible.

Regards from the past.
I live in Buenos Aires.

[memos to the future]

it does feel premium, as my account people like to say. precious might be a better word. the tv seems to suggest this to be a product one would lust after. I dare say that's something I could buy into for this brand. it just is what it is and that's good.

kudos on getting away with a cropped product shot but the print does not feel as high-class as the tv does. it's nice, it's simple but it's not overly memorable.

this may not be a campaign people will remember decades away but it's still very good. it shows what everyday advertisements can be.

[Charlie Bell]

Love the telly ads - they work really well! A great example of a good idea well executed!

Would agree, however, with Nico's comment above that the print isn't as strong! The message of good food deserves respect, which really sells it for me, is a bit lost! Still not taking anything away from you guys - it's a great job!

[Jay]

Just nice, not brill.

But hey this is the stuff that won the pitch, right?

I bet the client feels incredibly happy with how this campaign raises Lurpak position to being part of great food itself, not just an add-on. It makes sense.

TVCs are superbly directed.

[andré Breda]

I really like them, although I think the telly adverts are far better than the print ones.
However, my favorite still is the Christmas menu.

[hiku]

just ok. the writing of the telly reminds me and old but great campaign of miller high life. maybe too much.
the print mmm, i;m shure that it's the result of an intense process with the client. but anyway, it's a nice start guys.

[Sheanory]

I have to agree with hiku. "Here's the to the high life?" Or "Here's to the potato/bread/mushroom?" On the other hand, those Miller High Life ads were done by WK Portland so maybe it's ok as long as you keep it in the family... Putting that aside, it's great to see a butter ad that's so different from the category, just a shame they've spread it a bit too thick with the Miller High Life stuff. Well, judge for yourself:

http://www.errolmorris.com/commercials/miller/miller_hotdog.html

[Caro]

The TV ads just make my mouth water. It's so simple and instinctual. Love it.

And I agree with above comments - I immediately thought of Miller High Life. Which isn't a bad thing at all.

[Yousuf Rangoonwala]

Fantastic wotk on the TVCs folks! Could never have thought butter deserved this :)

keep inspiring us!

cheers
yousuf

[Rob Mortimer]

Nice ads. I really like the idea, and the voice is absolutely spot on.

Almost stops me missing the guy with the trombone...

:D

[Rob Kendall]

Nice to see this stuff produced. Fun project to have worked on.

[Gerry Mosby]

Vapor Music had the true pleasure of trying to find the right musical scores to accompany the Lurpak ads, but quite frankly, we knew that the ads didn't in any way NEED our help - they are that strong on their own. Still, our thanks to Jon and the crew for tolerating our insistence that we keep trying. He told us early on that we may be embarking on the proverbial chase of the wild gosling vis a vis, music. Bloody hell - he was RIGHT. Kudos to W&K London for visionary work. By the way, Rutger Hauer's voice is unbelievable.
Cheers from Toronto.

[Diana]

Love the new adverts - you could not have picked a better actor for the voice over - Rutger Hauer has such a great voice.
The film work is tops

[zafer]

Another regards from the past.

If I wrote this and insist on the client running it, I'd be killed instantly by our supremo. Not to mention glares from our AE.

This sort of thing doesn't work at all in Malaysia, so proclaimed by the "experts".

How did you guys sell this creative to the client?

I'd love to come and work for you guys if you open a shop here in Malaysia.

[fredrik sarnblad]

Simply brilliant, mouth-watering work! I particularly like the TVCs…great writing.

Never have I felt more opposed to advocates of the anti dairy doctrine.

Well done.