Wieden + Kennedy London hasn’t forgotten the palpable might of food porn. This time, with the help of Rogue Films, director, Scott Lyon, it has brought the full force of its power to play for Lurpak Plant-Based. Whatever you thought of plant-based food alternatives (or even wondered how Lurpak Plant-Based differs from margarine), your food lust will dismiss it. You will be gripped by Crush Expectations.
Arla launched Lurpak plant based in the UK and Denmark in 2023, and it is one of the drivers for strengthening its brands across key markets, as more shoppers buy into both dairy and alternatives. The commercial, with its intense food porn imagery, and heavy metal soundtrack, aims to dispel people’s idea that plant-based food is light, delicate, and a compromise on flavour. The spot shows plant-based ingredients being crushed, sliced, chopped, smashed, scorched, blitzed, and cooked in all manner of ways with tons of energy. There is nothing delicate about it. Using the brand’s known advertising style also aligns the new spread with Lurpak’s high quality and great taste.
Crush Expectations will launch in the UK and Denmark across TVC, online and social with plans to launch in other markets later down the road.
“When we announced our new launch, we knew we would surprise consumers with how tasty a plant-based product could be. While most marketing in the plant-based category leans towards a natural, calm approach, we treated promoting our product exactly how Lurpak would treat any piece of communication. This time, we infused our message with an energy that reflected the boldness of our new Lurpak Plant-Based and our ongoing commitment to giving people great-tasting options,” stated Mia Lund Moeller, senior brand manager, Lurpak.
“We’re proud to have provided a fresh take on plant-based with Lurpak. It’s always challenging to do something different and interesting, but smashing vegetables and listening to heavy metal was, to be honest, surprisingly fun and therapeutic. Overall, the film looks and sounds great, and effectively conveys the premium nature of the new product,” added, Joe de Souza and Juan Sevilla, creative directors, W+K London.
Credits:
Creative Agency: W+K London
Creative Directors: Joe De Souza, Juan Sevilla
Copywriters: Georgina Brisby, Marcelo Duarte
Chief Creative Officers: Ana Balarin, Hermeti Balarin
Joint Heads of Production: Richard Adkins, Amy Leech
Strategy Director: Rory Foster
Chief Strategy Officer: Dan Hill
Business Director: Hazel Mc Partlan
Account Director: Alex Williamson
Head of Growth: Lucy Murray
President: Ryan Fisher
Production Agency Partner: Tag
Executive Producer: Bumble Baker
Producers: Christian Lobo & Jack Kirkwood
Client: Lurpak
VP Lurpak & BSM Stronghold: Elena Marchenko
Senior Global Equity Lead Lurpak: Claire Irvine
Senior Global Brand Manager Lurpak: Mia Lund Moller
Production Company: Rogue Films
Director: Scott Lyon
Producer: Maddy Easton
Production Manager: Natasha Hayes
Director of Photography: William Bex
1st AD: Bartosz “Dzida” Jarzębski
Food Stylist &Consultant: Katie Giovanni
Editorial Company: Work Editorial
Editor: Hasani Frankle
Music Company: Lucky Bamba
Sound Design & Mix Company: 750
Sound Design: Sam Ashwell
Mix: Sam Ashwell
Executive Producer: Rosie Corbett
VFX Company: ETC
Executive Creative Director, Partner & 2D Lead Artist: Will Robinson
VFX Producer: Matt William
Colour: ETC
Senior Colour Producer: Matt William
Colourist: Luke Morrison
