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Award: Wood Pencil

Wood Pencil / Integrated & Collaborative / Collaborative / 2017

Ten years ago, Lurpak was haemorrhaging customers to cheaper spreads. The agency was hired to start growth and get people to choose Lurpak, despite its steep price premium.

It wasn't enough to tell people why we tasted better, we had to make them feel we did, and tell that story in the big emotional context of their lives. We became the Champion of Good Food - a brand that defends and worships good, simple and home-cooked food.

Our platform 'Good Food Deserves Lurpak' used cultural dynamics as a rich backdrop, providing current points of view on food throughout the last ten years.

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