GOOD - Food, Advertising, Website

As a bit of an urban foodie, I love these ads

Reminded me of Jon Steel's "Got Milk?" strategy and the insight that he identified which was that the interesting story about milk was not actually the product itself, but the food that goes perfectly together with it (the cookies, the PBJ sandwich etc) The creative approach for that campaign was the dramatization of that gastronomic experience ... without milk.

The Lurpak campaign works in a similar way. I am less interested in the butter story per se, but am very interested in the meal story. It made me think about my own cooking and purchase behaviour as I do spend a fortune at our local organic butchers William Rose and organic fishmongers Moxtons but tend to buy the cheapest own label butter.

I really think that it is a great campaign - smart copywriting, clean and simple design and an excellent experience on the  website- recipes that actually tempt you to cook them, smart forum debtaes and functionality (with funny avatars) and TV ads that are worth watching.

Great campaign from W+K London.