ABOUT

Our brief was to announce the launch of the new Lurpak Cook’s Range, inspiring our foodie audience to trade up to the new range for all their cooking and baking needs. We needed to create a campaign that felt inherently Lurpak in its tone but also established a distinct identity for the Cook’s Range. Our task was also to design new packaging for the range, that felt premium, inspirational and new, whilst also respecting the brand's design DNA.

We wanted to establish the Cook's Range as a companion to equip passionate cooks in their ongoing cooking exploration. Our aim was to encourage these curious cooks to explore beyond their trusted and familiar dishes and become more adventurous, with the belief that the greatest meals are yet to be had. We needed to frame these products as an exciting and essential kit to equip any passionate cook in the kitchen. The challenge for us would be to convince our discerning foodie audience that these products offered a credible and exciting opportunity and to look beyond their trusted block butter.

If we wanted to encourage cooks to go beyond the familiar and embrace the adventures of cooking, our print needed to also be pioneering and unexpected. When we combined the language of adventure with food, the work suddenly took on an epic and daring tone. The work’s intention was to create iconic images to evoke the sensory experience of cooking, by deconstructing a meal and reconstructing it as a visual moment. We wanted to capture the way a cook’s mind conjures up certain dishes; the smells, the tastes, the whole experience and visualise the energy of the product and ingredients.

The 60” TV spot, directed by Dougal Wilson at Blink, borrowed from the rhetoric of motivational speeches in the voiceover, the spot is a celebratory ode to the adventures that lie in every kitchen and every meal, casting familiar ingredients as uncharted worlds waiting to be discovered.