Lurpak has been setting the bar for food advertising in the U.K. for some time. The premium butter brand is a champion of real cooking, using extreme close-ups and unusual perspectives of hero ingredients together with charming voiceovers delivered in Rutger Hauer’s distinctive, sultry tones to build an inimitable advertising style. But while its “Saturday Breakfasts,” “Kitchen Odyssey” and “Bake Club” campaigns have left us salivating, these days the sight of a chunky dollop of butter sizzling in a saucepan may prove off-putting for those anxious about calories and cholesterol.
With health and wellness continuing to preoccupy consumers everywhere, Lurpak has introduced a Lightest variant to its portfolio, and celebrates the color and variety of healthy ingredients in the “Wonderful and Wise” launch campaign. Print and outdoor feature a rainbow of dozens of types of fresh fruit, vegetables, fish and grains, and a well-executed interactive online version includes food facts, recipes and an ingredient of the week. Aiming to banish the sad, dull image of healthy food, the campaign sums it up in the TV ad with the line “Healthy doesn’t have to taste humdrum.”
This Lightest variant isn’t Lurpak’s first foray into reduced fat butter—they already have a Lighter version on the shelf. But where Lurpak Lighter offered a cynical commentary on the dieting world in the 2007 “Fads” commercial (“It’s not rocket science; just eat a little less fat. … Relax, Waist Watchers. Who’s for an extra helping of common sense?”), the brand now seems to acknowledge that healthy eating is a permanent part of consumer lifestyles, and it isn’t something to be anxious about.