Christmas Deserves Lurpak

The Challange
The festive season is the season of cooks.
In order to maintain Lurpak as the foundation of any decent recipe in the minds of the consumers we were briefed to create a disruptive outdoor installation in line with the Christmas campaign whilst prioritising Brussel sprouts.
With festive food culture at its peak, the brand needed to maintain top‑of‑mind saliency among food lovers and cooks, stimulate inspiration for home cooking, and build on the existing “Good Food Deserves Lurpak” narrative in a way that cut through holiday clutter and remained tied to the brand’s foodie credentials.

Audience

The primary audience was busy Christmas shoppers and home cooks juggling festive preparations. These are people who may forget to stock essential ingredients amid crowded stores and holiday chaos, yet still want to create indulgent, memorable meals. The campaign also reached occasional cooks and last-minute shoppers, providing timely reminders and practical prompts to ensure their kitchens were fully stocked with Lurpak, making festive cooking easier, more enjoyable, and stress-free.

Insight

Insight into this audience revealed that Christmas is a time when food becomes the focal point of family gatherings, celebration and tradition — and people are actively seeking inspiration, quality ingredients, and experiences that elevate the act of cooking. By bringing Lurpak’s heritage and premium positioning to life through a physical, tactile experience — rather than just messaging — the brand could embody its role as the heart of festive cooking. Leveraging iconic brand elements and sensory engagement (live sampling, recipe booklets, branded cookery moments) allowed the brand promise to move from concept to felt experience.

The activation delivered significant reach and interaction, measurable against key experience‑based KPIs:

1,600,000+ opportunities to see — broad reach through placement in 5 major UK locations.
186,700 recipe booklets distributed — driving brand utility, awareness and ongoing engagement.
41,363 food samples tasted live — directly connecting audiences with product experience.
25,000 branded cookie cutters gifted — encouraging physical association with the brand and sentiment.

These figures demonstrate how the creative execution translated into both impressions and hands‑on engagement, bringing the brand promise to life and reinforcing Lurpak as a festive staple — not just a product, but a shared experience.