Lurpak Game on Cooks

Building on the campaign platform “You’re not a cook until you cook”, we created a global toolkit designed to inspire food lovers to pick up Lurpak. From the cook’s point of view, the idea placed shoppers directly into the action. With clear and empowering call-to-actions. The toolkit was rolled out globally across shopper, packaging, social, press and OOH, with the chocolate ganache cake execution appearing on over 20 million Lurpak inner-foil packs in the UK.

Photographer: Jonathan Gregson / Retoucher: Barry Craig / Food stylist: Katie Giovanni