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