We’ve been working with Lurpak in the UK for several years and we're really excited to be able to announce the launch of Wieden + Kennedy London’s first global campaign for Lurpak. UK readers will recognise a strong resemblance between the campaign with which they're already familiar and this new work, which aims to inspire food lovers around the world.
After
much travelling, numerous market inductions and a lot of food
tasting, Team Lurpak came to understand that when it comes to good food, cooks
speak a universal language. It doesn’t matter where in the world your kitchen
is, what dish you are cooking, or what word you use for “hot”, the imagination of
the food lover is most captured at the moment of creation, the moment in the kitchen when the cook, the ingredients and the
butter (Lurpak, obvs) come together as one. It is a moment of transformation, a
moment at which all the senses come alive. The TV ad showcases this
special moment and tells the story of “the cook”, celebrating her magical power
to transform the ordinary into extraordinary.
The campaign, which launches today in Denmark, will run in multiple markets across the
world. Print executions challenge cooks to weave their
magic with a host of tempting raw ingredients.
It's been great to take what we've
learned and achieved for the UK and develop it to spread the Lurpak love worldwide.
Easter weekend is a natural point at which
to scoff buns and chocolate, yes, but also to pause and consider how the year
2013 is going for us so far at Wieden + Kennedy London.
Winning new business was a key goal for us
in 2012. We succeeded in bringing in a number of new clients, including
Schweppes, Finlandia,Maximus, Southern Comfort, FUZE tea and arguably the win
of the year, the UK’s largest retailer, Tesco. We landed the Tesco account in
September and at that point we shut up shop for new business so as to focus on
existing clients and make sure we were not so busy that the quality of our work
suffered.
Christmas 2012 and the first few months of
2013 have seen the fruits of that focus, with new work breaking for Honda,
Lurpak, Tesco, Three, Visit Wales and more. Here are a few recent highlights at W+K London:
- In February the One Club teamed up with the American International Auto Show in Detroit to name its list
of the ten greatest car ads of the last 25 years. Our work for Honda took the
first and second places. And we helped Honda to launch the new Civic across
Europe with a campaign that transcended language, despite/because of being
based around a palindrome.
-
As Britain grumbled its way through recession and winter, we launched a
new campaign for Lurpak celebrating the power of “good, proper food” to put
fire in the nation’s bellies.
This work also went down well at Campaign.“This, surely is why we are all in the
business. A brilliant idea when it launched and one that just gets better with
time and development. This latest execution is beautifully crafted, with the
same perfect tone of voice we’ve come to expect from Wieden + Kennedy.”
Around the same time, one of our earlier
Lurpak posters was inducted into the Outdoor Hall of Fame. (It’s a bit like the
Rock and Roll Hall of Fame but with posters.)
- Our
plucky little wonder pony launched for Three at the beginning of March and quickly
moon-walked his way to the status of full-on internet sensation.
Gazillions of
views, umpteen shares, a million remixes, Fleetwood Mac back in the charts -
Socks the pony smashed Twitter, topped the world’s viral video charts and
appeared on national news from the USA to Japan. The Mail wrote:“As the government's
austerity programme rolls on, and the UK tightens its belt, Britain is a nation
in need of something to smile about. And it seems a Shetland pony moon-walking
to the strains of an '80s pop tune could be just the thing. An advert for
mobile internet firm 3, which sees a pony tapping its hooves to Everywhere by
Fleetwood Mac, has been lauded as 'the best thing ever' by fans on Twitter.”
And
went on to say: “Agency Wieden+Kennedy London is sometimes criticised for trying to
be original and different with everything (often a rather painstaking process). But who else would be so
brave?” *agency
accepts criticism, blushes collectively at praise*
- Our print campaign for Tesco setting out their
response to the horsemeat scandal was described as “poetry” by the Standard and
compared to a Shakespearean sonnet by the BBC, who said the copy had "an incantatory quality, in the way it repeats certain
phrases, trying to cast a spell on the reader with words”.
- We helped launch a new initiative for
Tesco – the Price Promise. Here’s how it works: when you shop at Tesco, online
or in store, they will compare your basket against the prices at Asda,
Sainsbury’s and Morrisons. If your shopping would have been cheaper there,
Tesco will give you a voucher for the difference for up to £10. The Price
Promise campaign has rolled out nationally on TV, posters, press, online and in-store. Price Promise has been described as a potential ‘game changer’ by Retail Week.
No wonder the first quarter of the year
seems to have passed so quickly – we’ve been busy.
2013 is shaping up to be another tough year
for the advertising industry. I’m not particularly positive about prospects
for the business in general (though UK ad spend is forecast by some experts to
grow, I don’t necessarily see this translating into increased agency revenue),
or the UK economy - forecasts seem to be generally gloomy - but, based on the
first quarter of the year, with more hard work, continued focus on our people
and the quality of what we do, and the support of some amazing clients, I am
very optimistic, with custard on, about the outlook for Wieden + Kennedy London.
OK, back to the buns and choccy eggs. Till
Tuesday. Happy Easter.
Campaign magazine has a 'Private View' section where people in what we laughingly refer to as 'the industry' appraise current campaigns. This week, amongst other things, they review our new Lurpak TV ad and a couple of new spots by Wieden + Kennedy Portland for Old Spice.
Jonathan Burley of CHI says:
Back to Katrien: So, W+K has surpassed itself, made the critics happy and reminded them why they work in advertising. Our work here is done.
Our new UK campaign for Lurpak butter champions good, proper food, and aims to inspire people with the axiom that when it comes to good food, you get out what
you put in.
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.
Today, Welcome to Optimism comes to you drenched in custard. And Lurpak.
The year 2012 was quite good in bits for Wieden + Kennedy London. Come with us now, as we go back in time to review some of the stuff that happened to us, with us and by us in the last twelve months. You may meet polydactyl cats, you may fall down a rabbit-hole to play with a Nike-wearing Sonic the Hedgehog, and you might be enticed into The Great Unknown. You are about to enter another dimension, a dimension not only of sight
and sound but of mind. A journey into a wondrous land of imagination.
Next stop...the Wieden+Kennedy zone!
Nike - Make it Count
January 2012 marked the beginning of a very important year
for sport in the UK. Not just for top athletes but for everyone.
This was the year to step up and Make it Count. To celebrate
we launched a campaign that saw top UK athletes make their
pledges for the forthcoming year, whilst inspiring people to be
part of the movement and make their own pledges under the
hashtag #makeitcount.
The article said: “Adidas is currently getting around 0.4% of
all conversations around the Olympics associated with its
brand. Its non-sponsor rival, Nike, is dominating Olympics
brand buzz with 7.7%. A lot of this can be attributed to Nike’s
#makeitcount campaign - a runaway social media success... The campaign resonates with sports fans by associating Nike
with training for the Olympics and cleverly skirts Olympic
ambush marketing rules.”
Goes to show, if you don’t have a huge marketing budget, you
need to #makeitcount.
Lurpak Lightest
Early in 2012 we launched Lurpak Lightest, Lurpak’s biggest
launch in 10 years. It was an important initiative, allowing
Lurpak to compete with other low fat spreads on the market
by offering health-conscious consumers a new low fat product
that doesn’t compromise on taste.
We did everything from naming the product and designing
the packaging to creating the launch campaign, which was
described by The Drum as “Fantastic... marvelous...
brave... mesmeric”.
“Significant new Honda TV work from Wieden + Kennedy
London is typically an anticipated event, and the brand’s new
“Spark” commercial does not disappoint. The beautifully
filmed spot—narrated by the longtime voice of Honda Europe,
Garrison Keillor—tracks the journey of an idea from the
darkness of inception to its dramatic full realization.” AdWeek
Damon Collins wrote of it in Campaign:
“My favourite ad right now is “The Great Unknown” from
Honda... Why do I like it so much? Is it because it’s beautifully
produced, with stunning visual effects and immaculate sound
design? (Have a listen - that’s what awards sound like.) Or is it
because, as so often with the campaign, the thinking behind
the words is so alluring?”
Our 2012 work for Three, the UK’s fastest-growing network,
highlighted the fact that it’s the network built for the mobile internet.
Maximus - Rise and Conquer!
We pitched and won the Maximus vodka business in February.
Our first work recently launched in the brand’s home market
of Poland and will roll out across other parts of Europe later
this year.
This is a world in which a generation of young men is inheriting
a legacy of economic worry and doubt. It’s a world in which
traditional masculine values are under threat. This has been
described as a ‘he-cession’. (Really, it has.) It’s difficult for men
to remain confident or upbeat and this is having a direct effect
on their most precious gift, their manliness. Tests have shown
that testosterone levels are in general decline.
Our campaign aims to inspire today’s generation of young
men to feel empowered to be manly and take on the world.
Maximus Vodka embodies the qualities which make men, men
and is a celebratory toast for all young aspiring men who dare
to reclaim their manliness. Rise and conquer!
Nike - My Time is Now
Our innovative ‘My Time Is Now’ global campaign for Nike celebrated the ‘next wave’ of young footballers, from
young kids to elite athletes looking to make an impact on
the world stage.
Launched online first, the campaign was driven by a variety of
different interactions and experiences. By following ‘tunnels’
hidden in the film, fans could do everything from playing a
Nike-wearing version of Sonic the Hedeghog, to booking a
footballer’s haircut, to – of course – buying Nike kit.
Sports Industry news reported: “Nike football has revealed
that the ‘My Time Is Now’ campaign has been named the
brand’s most successful football campaign ever. Featuring
global icons including Cristiano Ronaldo, the ‘My Time is Now’
film has received over 39m views (30m flat film views & 9m
interactive film views across all platforms) and is the fastest
growing Nike film ever.
Consumer engagement has reached record levels for the brand, with fans reportedly spending an average of 6mins
18secs viewing the film and the “hidden tunnel” content that
rewards consumers who engage with the film.
We picked up the Stride gum business from Kraft at the end
of 2011. Our first work broke in the US this year and, timed to
precede the launch of iPhone 5, we launched the Mintacular
variant with a spoof of Apple’s product launches.
In the run-up to the launch we posted a mystery billboard in
Apple style, featuring nothing but a date. Two weeks later we
revealed Stride Mintacular – “Chewing redefined. Again.”
We also launched a viral film that spoofs Apple’s product
launch videos, featuring gum engineers talking with awe
and wonder about the amazing new Mintacular, “the
most advanced celebrity-endorsed chewing product
we’ve ever launched.”
“A great parody and hilarious,” said the New York Times.
Tesco
W+K won the Tesco business in autumn 2012 following
a competitive pitch. The scope of our assignment covers
all aspects of the Tesco business, including food, general
merchandise, banking, delivery services and clothing. Our
first task was to promote Tesco’s products and services in
the run-up to Christmas.
Tesco was looking for a single thought to focus all their
activity and communications. One that could help them to
connect with customers, and to unify all their 300,000 staff.
The idea we came up with was, ‘We make what matters
better, together’.
This helps to give new meaning and focus to the familiar Tesco
line ‘Every little helps’. As the country’s largest retailer, Tesco is
in a position to understand what really matters to people, and
to help make that better.
The Christmas campaign highlighted the little moments that
go to make Christmas special, and showed how Tesco could
help make them possible. This was a fully integrated campaign,
with the story played out on TV, in print, in store and online.
FUZE Tea - when this meets that
Coca-Cola awarded us the Fuze Tea business without a pitch
early in 2012. The new campaign, now rolling out across 27
markets, is based on the thought that everything great in
the universe is the result of ‘when this meets that’. Simple.
From when Big met Bang, to when Tea met Fruit, everything
great is always a combination of things. Fuze Tea is just
another example of this.
MoreAboutAdvertising said of the work: “Wieden + Kennedy
London has produced some brilliant ads in the years since the
celebrated Hall of Fame favourite for Honda Grrr announced a
major new force in agency-land but, arguably, nothing quite to
match this new mini-masterpiece, ‘WhenThis MeetsThat’.
Nando's - Find Yourself
In partnership with our new client Nando’s, we launched ‘Find Yourself,’ a campaign taking people on a voyage of
self-discovery through the world of PERi-PERi chicken.
The idea attributes different levels of the PERi-PERi spectrum to different character traits.
‘Find Yourself’ demonstrates that, no matter what type of person you
are, there’s a spice for you at Nando’s.
On Twitter, Nando’s predicted people's spice levels based on their
past Tweets. We also created a Facebook app, so the curious could
answer situation-based questions to ascertain their spice orientation.
On Spotify, ads offered up a different spice for
listeners, based on the music they’re into. So if you appreciate distorted power chords
marinated in barbaric bass, you’ll like your chicken Extra Hot. Whereas if
you’d rather something a little more alternative, Drum ‘n’ Yodel perhaps,
then Mango and Lime’s for you.
Tactical press extended the idea by tying in 'Find Yourself' with current events.
If you haven't tried it yet, click hereto find out which PERi-PERi spice reflects your personality.
Lactofree - Listen up, hedgehogs!
In February 2012, we launched the new Lactofree campaign.
The star of the ad was a hedgehog (Madison), because
hedgehogs are lactose intolerant. The spot showed our lady
hedgehog wandering around her local supermarket and
daydreaming about all the wonderful dairy moments she
misses out on- creamy coffees in Paris, buttery crumpets
round a campfire, cheesy pizza on a romantic date.
The ad explains that lots of us suffer from Lactose intolerance,
but that we can still enjoy dairy. Lactose is the sugar in dairy,
which is what causes digestive issues for most people.
Lactofree make real dairy products- milks, spreads, cheeses
ice cream, yogurts etc, that have the lactose taken out. So
with Lactofree, the dairy kingdom can once more be yours.
Finally, a couple of campaigns from over there that did rather well over here this year.
P&G - Proud Sponsor of Mums
Created by Wieden + Kennedy Portland for P&G's sponsorship of London 2012 to honour the amazing mothers behind Olympic
athletes, “Best Job” shows the hard work all mums do to
raise their children—a lifetime of chauffeuring their children
about, washing their clothes, providing meals on the run and
supporting them at practices and competitions—all to see
their children succeed. The hardest job in the world, is the
best job in the world.
Among many honours, this spot won the 2012 Emmy for outstanding commercial.
Southern Comfort - Whatever's Comfortable
The 'Whatever's Comfortable' campaign, created by W+K New York, launched in the UK this autumn and immediately made an impact.
James Brown wrote in Sabotage Times: "So have you seen it yet? The advert some are the calling the best ever made? Certainly the funniest around right now. Not only is the new Southern Comfort commercial the best
on television right now it also applies an aspect of feminism for barrel-chested, beer-bellied sex gods."
The Christmas
dinner is the biggest meal of the year. It takes a massive amount of effort and
there’s a lot of pressure put on the cook to deliver. Lurpak wants to recognise this effort and encourage Christmas
cooks with the message: If we can
do this, we can do anything.
We've done posters
showing glorious, golden roasted turkeys and an inspirational long copy print
execution.
We've also created a brand new iPhone app.
Amidst the heat of the busy Christmas kitchen what ‘Christmas makers’
really value is a helping hand, so that’s exactly what we’ve given them. You can download the Lurpak Mighty Meal Timer app free here:
http://bit.ly/LurpakMightyMealTimer
The Lurpak Mighty Meal Timer is a simple
tool that will help you tame even the most complex of Christmas dinners or
Sunday roasts.
Use the Mighty Meal Timer to create bespoke timing plans based on your own
recipes and the way you like to cook. Guide timings are provided but the rest
is up to you. Settings can be edited, added to or deleted to suit your
particular feast.
Once your timing plan is set and it is time to embark on your roast dinner, the
app will guide you through the cooking process from veg chopping to gravy
stirring – users will recognise the familiar tones of Rutger ‘Voice of Lurpak’
Hauer along the way. The app will alert you whenever you need to do something
and will time each dish that enters your oven. There are two ways to view your
plan, a list view and a timeline view, so you can choose whichever one you prefer.
And if you fall behind, the Timer will do all it can to adjust your timings to
get you through.
The Lurpak Mighty Meal Timer: your loyal companion, by your side to the
glorious end.
By now, if you live or work in London, you will probably have seen our outdoor campaign launching new Lurpak® Lightest. It’s a hard one to miss. It’s everywhere. On everything. How very exciting.
The rainbow was lovingly constructed by hand (not Photoshop, fact fans) by set designer Nicola Yeoman and her team, and photographed by Dan Tobin-Smith. Built over three days, the structure was five metres deep, chock-a-block full of fresh, healthy produce. Over 60 different types of fresh vegetables, fish, grains, bread and fruit were used. Like logos on rugby pitches that are correct from the viewpoint of the camera, but skewed on the pitches themselves, we (and by that we mean Dan and Nicola) used perspective in a clever way to make a larger set but still keep close enough to the produce in order to enable the viewer to make out the detail.
It was important to us that as little as possible of the food brought in for the shoot went to waste. More than 1.6 tonnes of produce was given away at the end to a brilliant organisation.
FareShare is an award-winning UK charity that fights hunger and food waste in a simple and practical way. They redistribute good food (in-date and good to eat) from the food industry that would otherwise go to waste and get it to people who need it, benefiting vulnerable people and the planet. The charity serves 700 community projects such as hostels, day centres, women’s refuges and community breakfast clubs, providing a vital lifeline for disadvantaged people.
Last year, FareShare was able to provide enough food for 8.6 million meals and 35,500 people a day benefit from the FareShare service. For more information, visit www.fareshare.org.uk
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