Case Studies
Lurpak
Lurpak is a butter imported from Scandinavia which was established in the North of the UK, but hadn’t successfully covered the country. The Marketing Clinic found that amongst the 120 tastes involved in Lurpak there were some light fresh clean notes that not only suggested healthiness but also implied that the product was less substantive and therefore had a probably lower calorie impact than its competitor Anchor. These key tastes were expressed in visual terms through colours and foods in an excellent campaign by BMP which managed to portray the specific taste feeling of Lurpak without using the full taste description.
The result was massive trialing in the South where people responded exactly in line with this anticipation. It was then possible to produce a spreadable Lurpak whereby working with MD foods we were able to detect for them which of the edible oils impinged least upon the Lurpak taste, thus leading to a major market penetration and leadership for the brand
