Lurpak, the Master of Food Ads, Is Back With a Gloriously Smooth Feast for the Eyes

Wieden + Kennedy London creates a spot that just flows

Even a quick breakfast sandwich can be a visual odyssey in the butter's beloved food campaign. - Credit by Lurpak
Headshot of David Griner

While Danish butter brand Lurpak seems to focus its ads at kitchen casuals, hoping to get them more hands-on with their food, the spots also are always a hit with culinary connoisseurs who think of cooking in terms of textures, sounds and seemingly magical transformations.

It’s a rare skill, being able to hit potential customers on both ends of the confidence spectrum, but the brand pulls it off thanks to continually stellar creative from Wieden + Kennedy London.

In the years-long campaign’s newest spot, we see a morning routine reborn as a perspective-shifting progression of food prep alongside the usual scramble of getting out the door. The point? Even a quick cooking experience can be a sight to behold.

The spot (like the product itself) was inspired by the fact that many home cooks use butter right after grabbing it from the fridge, meaning that an easily spreadable butter can make things a bit easier when you’re on the go.

“Research shows that 92 percent of consumers spread butter straight from the fridge so we really wanted to address the issue of spreadability, which we know is a barrier to purchase,” said Lucy Hurrell-Morgan, brand manager for Lurpak, in announcing the new product last month. “With the new recipe we have created for Lurpak Softest, we can tap in to the increasing consumer demand for convenience, but with the taste and naturalness of butter.”

The ad was directed by Kim Gehrig of Somesuch, who also created retailer John Lewis’ 2015 holiday spot, “Man on the Moon.”

Check out older spots from the series below, followed by credits for the new ad.


Client: Arla Foods
Brand: Lurpak
Creative Agency: Wieden + Kennedy London
Creative Directors: Carlos Alija and Laura Sampedro
Executive Creative Directors: Iain Tait and Tony Davidson
Group Account Director: Paulo Salomao
Print Producer: Amy Leach
Business Affairs Manager: Becky Day
Account Manager: Pat Nally
Head Of Business Affairs: Helena Tomas
Tv Producer: James Laughton
Creative: Juan Sevilla and Mico Toledo
Account Director: James Mchoull

Production Company: Somesuch
Executive Producer: Seth Wilson
Director: Kim Gehrig
DoP: Daniel Landin
Producer: Jacob Swan Hyam
Line Producer: Rebecca Sykes
1st AD: Jez Oakley
Food Creative: Katie Giovanni

Edit Company: Trim
Editor: Tom Lindsay

Postproduction: Time Based Arts
Flame Artists: Adam Paterson
Colourist: Simone Grattarola
Vfx Supervisor: Francois Roisin
Producer: Chris Aliano
3-D Artists: Federico Vanone & Federico Guzzardo
Nuke Artist: Linda Cieniawska
Lead Flame Artist: Stephen Grasso

Music: Twenty Below
Composer: Matt Tamsedge
Producer: Emily Pritchard

Sound: 750mph
Sound Designer: Sam Ashwell
Producer: Mary-ann D’cruz

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."