12 (14) Lurpak
Sales
: £285.2m +6.6%
Launch: 1901

Arla took a risk with its Be Wonderful and Wise campaign for Lurpak Lightest.

Instead of using the same old message of health benefits, the spread was positioned as a complement to seasonal foods. Campaign materials featured a vivid rainbow spectrum to celebrate the colour, texture and taste of fresh foods - an effect imaginatively recreated in Jempsons’ fruit & veg displays [above]. The risk paid off: sales surged 6.6% on volumes up 3.3%.

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