The Lurpak Challenge
Lurpak was introduced to the Australian market in 2006, and although it only accounts for a 2% volume share, it’s in double digit growth. As a Danish lactic butter, it is a preferred brand for amateur and professional chefs alike.
BD were tasked with igniting the foodie community who are highly active in the digital space.
Our idea was to create ‘The Lurpak Challenge’, which asked foodies ‘What would you create with Lurpak?’. Entrants were encouraged to upload their creations to win a cash prize to fund their culinary passions and see their recipes published and displayed in Woolworths. To propel the campaign forward, active food bloggers were enlisted to become ‘Friends of Lurpak’ and inspire others to take ‘The Lurpak Challenge’.
We secured the involvement of TV chef and renowned pattissier Adriano Zumbo to be in the panel of judges. Thousands of recipes were uploaded to the site and our Facebook page has created a community of 3,000 Lurpak foodies.
