Arla has switched its global advertising contract for Lurpak from Saatchi & Saatchi to Wieden & Kennedy after seeing a 50% uplift in sales in the UK, where it already uses W&K.

W&K has held the ad contract for Lurpak in the UK since late 2006, during which sales have grown by £83m, Arla said. “Lurpak has overtaken Flora to become the number one BSM brand in the UK,” it added.

Saatchi & Saatchi had handled the advertising for Lurpak globally for almost two years and delivered “great results”, but it made sense to move responsibility to a single agency, Arla said. It would continue to work with Saatchi & Saatchi in the Middle East and on other projects.

W&K launched the Good Food Deserves Lurpak campaign in 2007. It also holds the contracts for Arla’s Cravendale and Lactofree brands in the UK.