Lurpak celebrates 125 year anniversary with Zeal

Lurpak celebrates 125 years of the good the bold and the wobbly in latest anniversary campaign  

• Integrated campaign combines immersive activation, influencer partnerships, consumer insight and a new annual award for home cooks.

As heritage brands increasingly look for new ways to remain culturally relevant, Lurpak is marking its 125th anniversary with an integrated campaign that honours the brand’s history and loyalty to food lovers.

The campaign, created in partnership with brand activation agency Zeal, centres on the Lurpak Good Food Vault, an immersive dining experience celebrating five eras from the brand’s history, supported by paid and organic social content, creator partnerships, outdoor media, earned media activity and a nationwide search for Britain’s most inspiring home cooks through the newly launched Lurpak Star award.

Narrated through a time machine made of ovens and an interactive conveyor belt, 125 guests will travel through five landmark culinary eras and be encouraged to spread, play and smash ingredients throughout. This not only allows an added layer of personalisation to their experience, but it also gives them the opportunity to celebrate good food in all its glory.  

Accompanying special effects will also add a multi-sensory element to each course including freshly baked bread scents and reactive lighting and SFX effects.

The activity has been built around a simple proposition: while food trends, tastes and influences change, great food moments remain timeless. The campaign celebrates how generations of cooks have adapted and reinvented recipes over time, culminating in the present-day “Cook Your Way” era.

Catriona Mantle, Marketing Director at Lurpak, said: “For 125 years, Lurpak has championed great food and the people who make it. This campaign celebrates our heritage while recognising the creativity of today’s home cooks, who continue to redefine what great food looks like. As we celebrate this milestone year, we’re incredibly proud that Lurpak’s long-term commitment to championing good food has also been recognised with a Gold Award at the 2026 IPA Effectiveness Awards.”

John Treacy, Executive Creative Director at Zeal, adds: “For 125 years, Lurpak has been there when good food happens. Melting, sizzling, browning, basting – the quiet accomplice to a century and a quarter of culinary ambition. Now we’re cracking open the Vault.

“Inside: 125 years of recipes, rediscovered and reimagined in a gloriously immersive journey through the pleasures of proper food. A living archive of appetite, indulgence and inspiration, built for people who know that eating well is one of life’s more serious pleasures.”

Alongside the experiential activation, new research exploring how Britain is reinventing classic dishes will provide the cultural story for the launch of Lurpak® Star – a new award celebrating home cooks who put their own stamp on the classics, and the basis for a wider earned media campaign.

As part of the anniversary campaign, Lurpak is teaming up with acclaimed chef Simon Rimmer to help judge the award, with the Lurpak® Star winner receiving a prize package and the opportunity to feature in Lurpak’s 125th anniversary campaign.

Across influencer channel activation, a curated mix of creators will bring the anniversary into today’s food culture, using their own takes on classic dishes to show how Lurpak continues to stay relevant by championing the cooks, flavours and influences shaping what’s next.