Lurpak's new print and poster campaign aims to stake the brand's claims to seasonality, by showing it used in a traditional Christmas lunch.

Breaking at the start of next month and running for two weeks, the advertisements will demonstrate how the product needs to be divided to cook each different component of the Christmas meal, such as a big chunk for making mince pies and for basting the turkey and a slither for putting on top of the carrots. They will also remind consumers to make the brandy butter.

"We want to emphasise the association between Lurpak and Christmas," said brand manager Jessica Hardcastle.

Press adverts will appear in food and women's titles, such as Olive, Delicious, Stella and OK magazine while posters will feature at underground and railway stations across London.