Lurpak promotes flavoured butter with ZEAL push

Brand activation agency ZEAL has created a multichannel campaign for UK's butter and spreadable brand Lurpak to support the launch of its Chilli & Garlic flavoured butter, as the brand expands its presence in the flavoured segment and targets younger consumers.

The campaign, Unleash Full Flavour, positions the product within Lurpak’s broader strategy to grow its portfolio while maintaining its focus on high-quality cooking.

Campaign supports category expansion

The launch reflects Lurpak’s efforts to respond to changing food preferences, with increased demand for bold and convenient flavours. The campaign aims to attract new audiences while maintaining relevance among existing consumers.

ZEAL was tasked with developing a creative platform that distinguishes the product within the Lurpak range while aligning with the brand’s emphasis on cooking from scratch. The concept centres on flavour as a transformative element in everyday meals.

Visual identity draws on theatrical influences

The campaign introduces a visual style inspired by Renaissance art, using dramatic imagery to convey intensity. Key executions depict ingredients within a swirling composition of chilli and garlic, presenting flavour as a dynamic force.

Film and print assets focus on this central idea, showing how the product enhances simple dishes through heightened visual storytelling. Elements such as smoke and heat are used to reflect the sensory qualities of garlic and chilli.

Production prioritises practical effects

ZEAL and Arla’s in-house agency The Barn produced the campaign using practical techniques rather than AI-generated imagery. The team constructed physical sets and effects to create the visuals, including a custom-built structure to simulate a tornado of ingredients.

For film, additional practical methods were used to capture moments of impact, contributing to the campaign’s emphasis on tactile production and experimentation.

Multichannel rollout across digital and OOH

The campaign is being distributed across out-of-home and digital platforms, including YouTube, Meta and TikTok, supported by shopper marketing and PR activity.

Pernille Pasgaard, Senior Global Brand Manager for Lurpak, Arla Foods: "With Lurpak Chilli & Garlic, we're bringing bold, on-trend flavour into everyday cooking. It's designed to help home cooks elevate simple meals with real taste, while staying true to everything Lurpak stands for – uncompromising quality and exceptional taste. 'Unleash Full Flavour' captures that idea perfectly, showing how a simple ingredient can transform a dish into something more expressive and full of life."

John Treacy, Executive Creative Director, ZEAL: "In a world where AI imagery prevails, nothing cuts through like hand-crafted work made with real love and care. In fact, everything that's good about cooking with Lurpak has informed how we've brought the new Chilli & Garlic product to life. 'Unleash Full Flavour' is a celebration of taste that builds on Lurpak's iconic visual style in a new and magical way."

www.zealcreative.com

www.lurpak.com

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