Crust / Ping / Fear Not

Lurpak is the UK's favourite butter brand. It’s a lactic butter, a firm favourite among chefs, and has a premium status and definite sense of authority when in comes to things in the kitchen. We needed to demonstrate Lurpak's passion and belief in good, simple, quality food. We continued to position Lurpak as the champion of good food by contributing to the noise around food, and asserting Lurpak's opinion on ingredients and cooking.