As heritage brands increasingly seek new ways to remain culturally relevant, butter maker Lurpak has announced it is marking its 125th anniversary with a major integrated campaign, designed to “celebrate the brand’s legacy while engaging a new generation of food lovers,” it said.
The campaign centres on the Lurpak Good Food Vault, an immersive food experience exploring five eras of cooking and celebrating how Britain’s grocery tastes, recipes and food traditions have evolved over the past 125 years.
Through a time-machine-inspired journey featuring ovens, conveyor belts and interactive food experiences, guests explore five landmark culinary eras.
Timeless food
Built around the idea that while food trends, tastes and influences change, “great food moments remain timeless,” the campaign celebrates how generations of cooks have adapted and reinvented recipes over time, culminating in today’s Cook Your Way era.
Catriona Mantle, marketing director, said: “Food has changed enormously over the last 125 years, but the role it plays in bringing people together remains as important as ever. As we celebrate this milestone, we’re recognising the creativity and passion of today’s home cooks while reinforcing what Lurpak has stood for since 1901 - inspiring people to create great food.”
The activation sits at the heart of a fully integrated campaign spanning PR, influencer partnerships, paid and organic social content, creator collaborations, outdoor media and retail activation.
Big celebration
The anniversary programme represents one of Lurpak’s biggest brand celebrations to date and forms part of its investment in driving “relevance, penetration and engagement among today’s food lovers.”
The brand has also launched the Lurpak Star, an annual award designed to recognise talented UK home cooks. Celebratory 125th anniversary Lurpak packs are also available in stores now, alongside in-store activations, the brand said.
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