Lurpak Butter fights the U.K. recession—with homemade pies

As the struggling U.K. economy emerges out of another winter, Lurpak Butter is advocating a traditional British approach to adversity. Acknowledging that just getting though the week has become tougher, the brand shows how hard work and effort has its own rewards—although apparently these come in the shape of a shepherd’s pie or bread and butter pudding, in the short term.

“If we can get through an Ice Age, we can get through this week,” declares the voiceover in a humorously over-dramatic spot that showcases sensual food shots. “Tomorrow, we’re ready for you.” With outdoor posters highlighting qualities like “Optimism” and “Strength,” Lurpak firmly places the power to endure in the hands of the British public, evoking its infamous “stiff upper lip.”

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