Lurpak

Lurpak is a Danish brand of butter owned by the Danish cooperative company, Arla Foods. It is sold in seventy five countries worldwide,[1] and is best known for its distinctive silver packaging.[2] Lurpak started in 1901, as a combination of several Danish dairy farmers to create a common brand for butter to increase sales.[3]

Lurpak
Product typePrivate
OwnerArla Foods
CountryDenmark
Introduced1901
MarketsInternational
TaglineGood Food Deserves Lurpak

The distinctive logo is based on the 'Lur', an ancient instrument once used in Denmark.[4] Despite Arla Foods' partly Swedish origin, the product is not sold in Sweden.

Product Range
Lurpak butter 250g salted (2012)
  • 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

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 television show Morecambe & Wise.

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.[5][6]

Similarities of the brand

Discount retailer in the United Kingdom, Aldi, has introduced an own brand lookalike "butter blended with rapeseed oil", named Norpak,[7][8] and manufactured in Ireland.[9] Discount retailer Lidl also has its own brand lookalike, named Danpak.

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References
  1. "Lurpak Crowned Best Butter in the World at Cheese Contest". The Cattle Site. Retrieved 2020-05-19.
  2. "Tub Retains Signature Shine". .packaginginsights.com/. Retrieved 2020-05-19.
  3. Creating Nordic Capitalism: The Development of a Competitive Periphery. Palgrave Macmillan. 2017-09-16. ISBN 978-1-137-07137-8.
  4. "The lurs of the Bronze Age". National Museum of Denmark. Retrieved 2020-05-19.
  5. "welcome to optimism: we salute you, brave food warriors".
  6. Naylor, Tony (2009-04-24). "AdWatch: Lurpak can't butter us up". The Guardian. London. Retrieved 2010-05-11.
  7. 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.
  8. Patel, Ajay. "Copycat products: 'living dangerously' with intellectual property". The Conversation. Retrieved 4 June 2019.
  9. "Country of origin of butter and cheddar sold in Scottish and British retailers: analysis - gov.scot". www.gov.scot. Retrieved 4 June 2019.


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