Creativity

Lurpak Tells 'Sofa-Chefs' to Get off Their Butts and Start Cooking in Latest from W&K

It's Time to Get in the Kitchen, Says New Campaign

By Alexandra Jardine. Published on Sep 16, 2016

Editor's Pick

Lurpak's advertising in recent years, via Wieden & Kennedy London, has done much to capitalize on foodie culture, promoting plain old butter with beautifully-shot, mouth-watering displays of ingredients sizzling in pans and gleaming kitchen implements. But now, the brand is telling us it's not enough to be obsessed by ingredients on screens -- be it cooking shows, Instagram or lifestyle blogs -- we actually need to be cooking the stuff, too.

Its new spot, directed by Daniel Wolfe at Somesuch, once again features the rich, smooth tones of Rutger Hauer, tempting us in with "so, you like cooking shows, do you?" to images of a wall of screens showing TV cooks and social media foodie-shots. However, the whole lot suddenly explodes, as Hauer proclaims, "You're not a cook until you cook."

We then watch a fast-paced montage of people who are "getting their hands dirty" -- kneading bread, scraping fish, putting meat in a sizzling pan and experiencing the sweat, smoke and heat of a real kitchen. "So what are you going to be, spectator, or player?" asks Hauer, before exhorting viewers to "put on your apron and reach for the Lurpak."

Christian Fischer, Lurpak global brand director, Arla Foods U.K., said in a statement: "We're constantly bombarded with food culture. Cooking has become entertainment and we're doing it less than ever. That's why we're stirring a cooking revolution and rousing 'sofa-chefs' back into the kitchen."

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Credits

Date
Sep 16, 2016
Agency:
Wieden & Kennedy London
Client:
Lurpak
Creative Director:
Hollie Walker
Creative Director:
Freddie Powell
Copywriter/Art Director:
Becca Pottinger
Copywriter/Art Director:
Sam McCluskey
Agency Executive Producer:
Tony Davidson
Agency Executive Producer:
Iain Tait
Group Account Director:
Rachel Parker
Account Director:
Hannah Gourevitch
Agency Planner:
Indiana Matine
TV Producer:
Genevieve Sheppard
TV Production Assistant:
Tom Dean
Creative Producer:
Mark D'Abreo
Head of Design:
Karen Jane
Designer:
Alex Sullivan
Designer:
Ryan Teixeira
Designer:
Phil Rosieur
Production Company:
Somesuch
Director:
Daniel Wolfe
Executive Producer:
Tim Nash
Line Producer:
Samantha Chitty
Director of Photography:
Tom Townend
Editorial Company:
Trim
Editor:
Tom Lindsay
Food Stylist:
Katie Giovanni
Visual Effects Company:
Time Based Arts
Flame Artist:
Luke Todd
Visual Effects Producer:
Sam Napper
Colorist:
Simon Bourne
Color Company:
Framestore
Music Supervisor:
Abi Leland
Music Supervisor:
Ed Bailie
Sound Designer:
Anthony Moore
Producer:
Lou Allen
Photographer:
Alex Telfer
Production Company:
Peter Bailey Productions
Post Production:
Stanley's Post

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