Lurpak Souporium roadshow created by BD Network

BD Network had created an experiential sampling campaign to launch Lurpak Lightest Spreadable – their lowest fat spreadable made with real butter.

The brand experience campaign devised by BD Network, highlights the overarching brand platform of ‘Be Wonderful and Wise’ which celebrates the fact that Lurpak Lightest is part of the health foodie’s world.

A two tiered sampling approach sees the creation of the Lurpak Lightest Souporium and a smaller train station sampling unit. Both activities run in conjunction with each other, taking place over 25 weeks.

The Souporium – an airstream sampling unit will attend 48 Top End Grocers delivering wholesome bread spread with Lurpak Lightest Spreadable, coupled with fresh soup samples and inspirational booklets. Consumers will also receive a 50p MONP coupon along with the chance to enter a FPD to win 1 of 5 Wonderful and Wise hampers packed with Joseph Joseph kitchenware, a year’s supply of Lurpak Lightest Spreadable, cookbooks and a limited edition Lurpak Lightest apron. The smaller sampling unit will be positioned at 18 train stations to target commuters on their evening journey home. Consumers will receive a 175g product taster tub of Lurpak Lightest Spreadable along with the booklets.

BD Network also worked with the Lurpak team to deliver an extensive shopper marketing campaign to support the launch throughout January across all retailers. The campaign is being supported by 60 and 30 second TV spots, press and outdoor created by Wieden + Kennedy London and Outside Line have delivered the digital campaign. The Souporium was built by Mobile Technik – who produced a high end bespoke build specific to the experiential sampling requirements.

Commenting on the campaign, Lurpak brand manager Samantha Peel said: “this has been an incredibly important launch for us as it has taken 10 years to bring this new product to the market, helping to maintain our position as category leaders. We have all the confidence that the Souporium activity will introduce consumers to Lurpak Lightest in a unique and enjoyable way.’’

Simon de Robillard at BD Network comments, ‘‘the launch of Lurpak Lightest has allowed us to develop a campaign celebrating this healthy new product that doesn’t compromise on taste. Lurpak has always aligned itself with good food and we couldn’t think of a better way to sample Lurpak Lightest in winter than with fresh wholesome bread and warm soup.’’