Lurpak

Marketing

2024

THE CLIENT

Lurpak is a premium Danish‑butter brand distributed in Cyprus by IPH Iakovos Photiades Foodstuff Suppliers Ltd, offering high‐quality butter made with 100% fresh milk for discerning consumers.

CHALLENGE

Lurpak aimed to strengthen its market position in Cyprus by leveraging its global Christmas campaign while adapting to local preferences. The goal was to align with Cypriot holiday traditions, promote festive baking, and increase both brand awareness and sales during the competitive holiday season.

SOLUTION

Base Element successfully integrated international and local elements to execute a holistic campaign:

Localized Campaign Elements:
- Customized global visuals to include iconic Cypriot holiday desserts like kourabiedes, emphasizing Lurpak as the ideal butter for festive recipes.
- Highlighted the product’s premium quality through a modern take on traditional Cypriot holiday customs.
Digital Advertising:
- Created an engaging sequence of video ads:
  - “Magic Videos” (11 seconds) to spark interest in November.
  - “Joyful Recipe Videos” (14 seconds) in December showcasing festive dessert preparation.
  - Remarketing videos (6 seconds) for last-minute Christmas shoppers.
- Campaigns ran across Facebook, YouTube, and Instagram.

RESULTS

SALES GROWTH

+4% overall sales compared to the previous year, with coupon-related sales surging by +133%.

DIGITAL METRICS

Impressions: 2.7 million.
Engagements: Over 830,000 interactions.
Awareness: Lurpak ranked as the No.1 butter brand in Cyprus for December 2022.

MARKET SHARE

Achieved a +37.8% increase in market share compared to the rolling year share.

NIGHTMODE

LIGHTMODE