Wieden + Kennedy London & Lurpak: Home cooking fixes what life mucks up

It would be fair to say that Wieden + Kennedy London hasn’t deviated too far from its tried-and-true food porn formula in its 2020 campaign for Lurpak. But tear your attention away from Kim Gehrig’s magnificent imagery to listen to the voiceover and you’ll find a deeper meaning to the ad. (The commanding voice is that of Swedish actor, Mikael Persbrandt.)

It’s a story about the power of food to nurture relationships. And while the commercial encourages home cooks to cook, as did its predecessors, this one is inviting them to be peace-keepers, loving carers and generous hosts as well.

The new commercial, Where There Are Cooks, There is Hope, will run across the UK, Australia, Greece and Scandinavia, supported by print, digital and social advertising.

https://youtu.be/9QS-IgqyTvE

Wieden + Kennedy creatives, Tom Bender and Tom Corcoran, stated, “It’s scary working on such an iconic brand that has defined an entire category. However, aligning Lurpak with a higher purpose helps give the work a more meaningful connection to its audience while continuing to expand its distinctive brand world.”

Christian Fischer, Lurpak vice president at Arla Foods, added, “Lurpak’s new campaign is bringing a much-needed sense of hope back into kitchens across the world. Families that cook are proven to have better relationships, cooks reduce food waste, they make healthy delicious, and can even cure the dreaded hangover. Where There Are Cooks, There Is Hope celebrates how cooks can have a positive impact on the world around them and want to inspire more people to cook.”

Credits:

Agency: Wieden & Kennedy London

Executive Creative Directors: Tony Davidson & Iain Tait
Creative Directors: Sophie Bodoh, Scott Dungate, Laura Sampedro & Carlos Alija
Creatives: Tom Bender & Tom Corcoran
Creative Support: Joe Bruce
Executive Creative Directors: Tony Davidson & Iain Tait
Group Account Director: Paulo Salomao
Account Director: James Mchoull
Account Manager: Lola Sauer
Planners: Indiana Matine & Rory Foster
TV Producer: Michelle Brough
TV Production Assistant: Sammy Watts Stanfield
Business Affairs: Jo Woodford

Production Company: Somesuch
Director: Kim Gehrig
Executive Producer & Managing Director: Seth Wilson
Producer: James Waters
Production Manager: Joe Thornber
DOP: Lasse Frank with additional photography by Stephen Keith Roach
Production Designer: Marie Lanna
Costume Designer: April Napier

Editing: Elise Butt @ Trim