Creatives Give a Glimpse into New Lurpak Advert

UK butter brand Lurpak has launched a new Cook’s Range aimed at those who are ambitious in the kitchen.

Foodies now have the choice of four different types of butter for their mealtime adventures, and a new advert from Wieden+Kennedy London promoting the range, launched today.

Creatives Freddie Powell and Hollie Walker talk to us about Rutger Hauer’s tasty voiceover and Dougal Wilson’s fresh directing skills as well as their personal specialities in the kitchen.

The new Cook’s Range has been described as one of the biggest launches in the brand’s history. How does this come across in the new Adenture Awaits advert?

It compares the pioneering spirit of the cook to that of space exploration. You don’t get more epic than that!

As with previous Lurpak executions, the ad focuses more on the experience of cooking than the products in the range. How did you come to this decision?

It’s fairly easy to communicate what these products do practically, but it’s far more powerful to show what they enable cooks to do in the kitchen. Like a trusty wooden spoon or a well-aged skillet, we wanted to position the Cook’s Range as companion that cooks can rely on when they venture out of their comfort zones.

The director, Blink’s Dougal Wilson, has previously directed the Lurpak ads, what does he bring to the table that works for the brand?

He’s not a cook (he’ll happily admit it) but what he does, is bring a fresh new approach. So when he looks at the script he sees something transformational. He is truly brilliant.

The ad is shot in a similar style to previous Lurpak ads such as Bread, Kitchen Odyssey and Weave Your Magic, why did you decide to stick with this feel?

It has always been about reframing cooking as something more than just putting pan to hob because it means so much more than that. Yes it comes from the Lurpak family, but it does have its own unique approach.

Rutger Hauer has done the voiceover for Lurpak ever since the Good Food Deserves Lurpak campaign. What makes him the right voice for the brand?

You can practically taste his words. He savours every single syllable.

Voiceover is a big part of the ad. Why did you decide to go with this form of communication?

The original idea came from an inspirational call to arms for cooks around the world but when it came to recording it, we found an intimate approach just worked better.

What feeling do you want viewers to come away with after watching the ad?

We want them to be inspired to cook something they’ve never cooked before.

You’re using social media as part of the project. How did the #foodadventures idea come about?

We wanted to do more than just inspire people to be more adventurous in the kitchen, we wanted to enable and reward. So with Lurpak’s Digital Agency, Outside Line, we came up with a bunch of ways for people to interact with the brand and get a deeper experience.

What’s your personal speciality in the kitchen?

Freddie: Eggs. I’m a bit obsessive about breakfast.

Hollie: Stews and curries.