Lurpak set to promote Cook’s range

Lurpak has announced a major digital and experiential campaign to promote its new Cook’s Range. Devised by a team of creative agencies, its aim is to target “passionate cooks” and inspire them to start their food adventures at Britain’s busiest train station, London Waterloo.

Running from the 24th-26th April, the campaign is an industry first, integrating the UK’s largest indoor advertising screen, Motion@Waterloo, with a fully immersive interactive experiential campaign.

Motion@Waterloo is part of JCDecaux and Network Rail’s vision for the future of rail advertising. The state-of-the-art high definition screen will stream live and dynamic content captured on the stand throughout the campaign. BD Network was tasked with bringing the campaign to life through the experiential delivery whilst Carat and Posterscope devised the idea of using Motion@Waterloo.

During the campaign Wieden & Kennedy and psLive will film and link the content on the stand to the screen. Posterscope, who bought the media, will run the microsite and Outside Line will manage the social media assets. Well over 3 million consumers are expected to interact with the campaign across the three days. The majority of this will happen on the experiential stand, where three celebrity food ambassadors will be aiming to inspire visitors to start their food adventure.

Selected for their innovative approaches to food, the ambassadors who will share twists, tips and techniques using Lurpak’s Cook’s Range are:

• Lily Vanilli: As well as running The Lily Vanilli Bakery, Lily’s cakes are stocked in the food halls of Harrods and Selfridges.

• Tom Sellers: Tom has recently opened his own Michelin star restaurant Story having worked alongside some of the greatest Michelin-starred chefs in the world.

• Valentine Warner: Having worked in top London restaurants, Valentine has presented key programmes for BBC2, UKTV and ITV. He also presents regularly for BBC Radio 4.

In addition to the coupons they will receive when sampling the product on stand, consumers will be encouraged to engage with the Lurpak brand post trial. There will be numerous competitions running for those who tweet using the hashtag #FOODADVENTURES post trial.

Stuart Ibberson, senior director for BSM at Arla, states: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”

Carolyn Laing, director, BD Network: “Working on this campaign with Lurpak has been fantastic. To be able to support the launch of the new range in such a different way, by using experiential to inspire consumers to go on and try the product. Our live kitchens not only inspire, they will generate rich content that will be used across the wider campaign touch points, maximising reach and broadening appeal. It is something BD Network is really proud of and we’re looking forward to seeing how it goes down with consumers.”

David Liddiard, client director, Carat said: “This new campaign for Lurpak’s Cooks Range has been designed to truly engage with consumers by redefining the terms of the physical and digital customer experience. Consumers will be able to extend the immersive experience in Waterloo to the digital world by seamlessly interacting with the Lurpak’s Cooks Range on digital channels – establishing a long-lasting relationship with the brand. It is great to be working with such an innovative brand that has embraced Carat’s pioneering approach to media strategies and creative use of new technologies.”

Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.