Lurpak: You’re not a cook until you cook

We watch more cooking shows, follow more chefs on instagram and collect more recipe books than ever before; yet we cook less. This campaign aimed to kick sofa chefs back into the kitchen. A launch spot ran in popular UK cooking show breaks, with contextual ads alongside cooking show promotions and on foodie blogs.

The ‘get off the sofa and get cooking’ message rolled into Christmas with not just print, but a pack change for the first time in the brand’s history.