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Lurpak butter 250g unsalted for the UK market

Lurpak is a Danish brand of butter owned by the Danish Dairy Board (in turn part of Arla Foods). It is sold in 75 countries worldwide[1] and is best known for its distinctive silver packaging. Lurpak started in 1901 as a combination of several Danish dairy farmers to create a common brand for butter to increase sales. The distinctive logo is based on the 'Lur' an ancient musical instrument. A set of six 'lurs' was found in Denmark at the end of the 18th Century. Despite Arla Foods' partly Swedish origin, the product is not sold in Sweden - possibly due to the fact that 'lur' also means 'scam' in Swedish slang.[2]

Product Range[edit]

  • Lurpak Slightly Salted Butter
  • Lurpak Cheese Spread
  • Lurpak Lighter Spreadable
  • Lurpak Lightest Spreadable
  • Lurpak Organic Spreadable
  • Lurpak Unsalted
  • Lurpak Spreadable Slightly Salted Butter
  • Lurpak Spreadable Margarine Butter
  • Lurpak With Crushed Garlic

Advertising Campaigns[edit]

In 1985, Lurpak launched a UK TV campaign featuring Douglas, a trombonist made from butter, trying to play the famous classical composition Flight of the Bumblebee by Rimsky-Korsakov at the end of each ad spot (usually being stopped by the voiceover "Not now, Douglas!" This was created by Aardman Animations and featured the voice of Penelope Keith, with the intro to the Agnus Dei from Faure's Requiem as background music. This ran for almost 20 years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by Wieden+Kennedy and featuring the voice of Rutger Hauer.[3][4]


  1. ^ "LURPAKs eksport". (in Danish). Retrieved 2009-11-30. 
  2. ^ "Google Translate"
  3. ^ "welcome to optimism: we salute you, brave food warriors". 
  4. ^ Naylor, Tony (2009-04-24). "AdWatch: Lurpak can't butter us up". The Guardian. London. Retrieved 2010-05-11. 

External links[edit]

Media related to Lurpak at Wikimedia Commons