Lurpak

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Lurpak
Lurpak logo.png
Product typePrivate
OwnerArla Foods
CountryDenmark
MarketsInternational
TaglineGood Food Deserves Lurpak

Lurpak is a Danish brand of butter owned by the Danish cooperative company, Arla Foods.

It is sold in 75 countries worldwide 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 because 'lur' also means 'scam' in Swedish slang.[1]

Product Range[edit]

Lurpak butter 250g salted
  • 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
  • Lurpak Olive Oil Spread
  • Lurpak Softest Slightly Salted (Launched Spring 2018)

Advertising campaigns[edit]

In 1985, Lurpak launched a television campaign for the United Kingdom 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 advert spot (usually being stopped by the voiceover "Not now, Douglas!"), in tribute to Arthur Tolcher's appearances on the Morecambe & Wise TV show. 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 twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by Wieden+Kennedy, and featuring the voice of Rutger Hauer.[2][3]

Similarities of the brand[edit]

UK discount retailer Aldi has introduced an own-brand lookalike "butter blended with rapeseed oil", named Norpak[4][5] and which is manufactured in Ireland.[6] Discount retailer Lidl also has its own-brand lookalike named Danpak.[citation needed]

References[edit]

  1. ^ "Google Translate". translate.google.com. Retrieved 4 June 2019.
  2. ^ "welcome to optimism: we salute you, brave food warriors".
  3. ^ Naylor, Tony (2009-04-24). "AdWatch: Lurpak can't butter us up". The Guardian. London. Retrieved 2010-05-11.
  4. ^ Smith, Sophie (7 July 2017). "How Aldi and Lidl have wooed British shoppers: the top 5 discounter tactics". Retrieved 4 June 2019 – via www.telegraph.co.uk.
  5. ^ Patel, Ajay. "Copycat products: 'living dangerously' with intellectual property". The Conversation. Retrieved 4 June 2019.
  6. ^ "Country of origin of butter and cheddar sold in Scottish and British retailers: analysis - gov.scot". www.gov.scot. Retrieved 4 June 2019.

External links[edit]