Those Danish Dairy Daredevils at Lurpak launched their ‘Lightest’ range in January – aiming, no doubt, to capitalise on the guilty New Year feelings of a nation not known for its calorific self-control.
As well as a neat 60 second spot the £10m product launch includes a striking 48-sheet outdoor campaign, planned by Carat and appearing across premium sites in London such as the Imax, Clapham Colossus and Battersea 7.
And as I waited for the last tube home on Saturday night, I snapped the ad at Oxford Circus. My travelling companion – not as interested in all things outdoor as I’d like, despite my protestations – said it was the “best poster I’ve seen in ages.”
I quite like it too – it’s simple, striking and stylised enough that even a glance communicates the brand in an instant. And, more importantly, it does a good job of reminding us how much nicer those horrid vegetables taste when they’re coated in lovely butter.
Well done Lurpak and W+K London..
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