Scratch cooks and foodies are the target of a new £12m marketing campaign for Arla's market-leading Lurpak butter brand.

New TV ads aimed at encouraging consumers to use Lurpak for home baking will hit screens next week and run until the end of March, returning periodically throughout the year.

Under the 'Joy of Creation' theme, the ads will support Arla's ongoing 'Good Food Deserves Lurpak' brand message. New branded lorries, a 5,000-site outdoor poster campaign and a new website,, will also be launched. The posters feature recipes created by food bloggers.

"The 2010 campaign will continue to see us target 'gourmet foodies' who enjoy scratch cooking and using quality ingredients," said group brand manager Stuart Ibberson.

Sales of Lurpak hit £224m last year [Nielsen 52w/e 28 Nov 09], with market penetration of 40%.