Challenge
Lurpak is a quality Danish butter brand, internationally renowned and widely distributed in dozens of countries around the world. The brand was looking to establish a digital presence to further expand its image in the local market.
Strategy
We assembled an integrated multi-platform campaign, first by sponsoring the End of Year Food Review on Israeli news website, Walla!, and establishing a dedicated branding platform for Lurpak on site including articles, videos, and recipes in collaboration with renowned Israeli chef Avi Bitton.
Next, we posted a series of banners and online Google ads, which increased traffic to Lurpak’s dedicated space and then launched their official website continuing the brand's uniform concept, content, and values across all digital media.
We decided to take advantage of the timing of Shavuot, a Jewish holiday traditionally celebrated by eating dairy foods, to launch a 360-degree marketing campaign – combining points of sale (with 400 food sample stands and stewards), print media (pamphlets with recipes for the Jewish holiday, in partnership with national newspaper Israel Today), and digital media – to convey Lurpak’s uniform message: “The secret taste in every dish.”
The campaign as a whole utilized an optimal media mix to communicate Lurpak’s brand values, and the results dramatically overshot our goals.
Next, we posted a series of banners and online Google ads, which increased traffic to Lurpak’s dedicated space and then launched their official website continuing the brand's uniform concept, content, and values across all digital media.
We decided to take advantage of the timing of Shavuot, a Jewish holiday traditionally celebrated by eating dairy foods, to launch a 360-degree marketing campaign – combining points of sale (with 400 food sample stands and stewards), print media (pamphlets with recipes for the Jewish holiday, in partnership with national newspaper Israel Today), and digital media – to convey Lurpak’s uniform message: “The secret taste in every dish.”
The campaign as a whole utilized an optimal media mix to communicate Lurpak’s brand values, and the results dramatically overshot our goals.
Results
Stewards greeted approximately 200,000 customers at points of sale and clocked 100,000 unique clicks across digital media (our goal was 70,000). Banner ads yielded some 13 million impressions while sales at Israeli retail chain Shupersal soared by 127% in comparison to those of the previous year. Overall, sales skyrocketed by 194% at points of sale with campaign presence, underscoring the magnitude of its impact.
