No. 1 butter brand, Lurpak, is investing £12 million in marketing support for 2009 and is back on TV from Thursday 19th February as part of a new multi-media campaign celebrating the pleasure of a leisurely weekend breakfast.
Following Lurpak’s award-winning ‘Good Food Deserves Lurpak’ ads with their highlight on good, simple food ingredients, the new Saturday is Breakfast Day TV creative now focuses on mealtimes while continuing to enforce Lurpak’s position as the natural choice to enhance quality food.
Again using the distinctive voice of Bladerunner actor, Rutger Hauer, the new ad celebrates the Saturday morning lie in, when we can look forward to a proper breakfast with fresh ground coffee, home-made pancakes, perfect boiled eggs and hot toast generously buttered with Lurpak. In true Lurpak style, the food is the hero and the ad inspires consumers to make the most of good food occasions.
TV will run right throughout the year, with heavier bursts in February/March and then in the Autumn, supported at these key periods by national, women’s and foodie press advertising, Metro wraparounds, radio, digital outdoor and online media plus in-pack promotional activity to deliver heavyweight coverage.
With Saturday breakfast the focus of the 2009 campaign, timing is key to the media plan and advertising will appear only on Thursdays, Fridays and Saturday mornings in the build up to Saturday breakfast to remind consumers to stock the fridge for this special mealtime experience.
Says Charlotte Buswell, Lurpak brand manager: “Our Good Food Deserves Lurpak campaign was hugely successful in contributing to brand growth, as well as pulling in creative awards, and we believe Saturday is Breakfast Day will carry on the great work, especially as we’ll be on air during ten out of twelve months this year.
“During the week we’re all pressed for time, grabbing a fast and functional, on-the-go breakfast, or ‘deskfast’. But breakfast is one of the best food moments of the day and what better way to ease into the weekend than taking time over really good, simple breakfast favourites like boiled eggs and buttered soldiers?”
Arla Foods
Tel: 0113 382 7000
www.insearchofgoodfood.co.uk
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