It’s coffee-porn, an executional idea, made famous by Lurpak. But the Pavlovian power of evocative visuals cannot be overstated. Swedish coffee brand, Löfbergs, has entered the UK with the most sensual coffee commercial ever. The campaign, Feel the Lof, by ARK Agency, follows a competitive pitch in which the agency became Löfbergs UK’s retained creative agency. It aims to shake up a sleepy coffee category in the UK and challenge the dominance of established brands.
Feel the Lof is designed to connect with the UK’s true coffee lovers who know their coffee, seek quality, and value authenticity. It’s a love letter to coffee lovers.
“The UK coffee market is ready for a shake-up,” stated Guy Linnegar, marketing director, Löfbergs UK. “ARK Agency’s challenger mindset and progressive creativity align perfectly with our ambition to disrupt the status quo. Feel the Lof is more than a campaign – it’s a long-term platform that will allow us to celebrate everything from our Swedish heritage to our commitment to sustainability and innovation.”
The campaign will cover non-linear TV, digital, social, and OOH. The TV and social media was produced by BITE Collective. The media planning and buying have been handled by 7Stars.
“The coffee industry is awash with ad conceits and celebrity endorsements and often the beauty and passion for the coffee itself feels like a sideshow,” said Mike Wilton, founder, ARK Agency. “We saw an opportunity to remind people why they love coffee in the first place. The Swedish are coffee-obsessed, and Löfbergs wants to bring that passion to the UK – where coffee is about feeling, not just function.”
“Move over Food Porn, here comes Coffee Romance. Feel the Lof is about rekindling our emotional connection with coffee, making every cup a delicious experience,” added Mat Goff, founder, ARK Agency. “This is a campaign that indulges in the sensory pleasure of coffee, celebrating the ritual, the aroma, and the moment of pure enjoyment.”
Credits:
Client: Löfbergs
Marketing Director: Guy Linnegar
Creative Agency: Ark Agency
Production: Bite Collective
Director: Rollo Scott
Executive Producers: Alex Katz & Francine Linsey
Producer: Jason Oakley
Production Manager: Barney Hartwill
1st AD: Chris Riley
Operations Managers: Jonathan Jones & Henry Bloomquest
Director Of Photography: Thomas Palmer
1st AC: Callum Tunmore
Post Production & VFX: 1920vfx
Producer: Heather Brown
VFX Supervisor: Weronika Holak
VFX Artist: Klaudia Skalska
Colourist: Kai Van Beers
Sound: 750mph
Sound Engineer: Lucas Trigg
Sound Producer: Carla Thomas
