As recession bites and institutions collapse it can be hard to know where to turn and what to rely on. In these circumstances, people take control where they can - they depend upon the familiar and age-old rituals. At the center of this so often sits good food. Not just any food but big, proper, hearty meals. Lurpak recognises this and through its campaign, encourages people to look again through different eyes at the dishes traditionally called ‘comfort food’. These aren’t dishes to feel guilty about tucking into; this is the stuff that has sustained us for centuries, the meals we can rely on again and again to get us through.
The 60” TV spot below (directed by Vince Squibb at Gorgeous) breaks on Sunday 10th February. The spot is a thundering cacophony of industry – a sensory bombardment of human effort, forging three classic meals in three different kitchens; cottage pie, bread and butter pudding, macaroni cheese. This is proper food, with Lurpak at the heart of each recipe. Rutger Hauer, the voice of Lurpak, lends his distinctive tones to the soundtrack.
The print campaign, shot by Rick Guest, reflects the feel of the TV spot – an industrial heat radiating out from the three hero dishes: Cottage Pie, Macaroni Cheese, and Bread and Butter Pudding. Each dish depicts a different aspect of power: STRENGTH. MIGHT. OPTIMISM. This is a campaign to lift people’s spirits in the middle of winter. To celebrate the meals they cook at home. And to inspire people to revisit some old favourites.