Category: Creative | 24th Feb 2010

An example of creative marketing from Lurpak has been named as the winner of this week's UTalkMarketing People's Choice award.

The commercial - which is called Pie - features a man cooking for his family in a messy way, demonstrating the joys of home-based culinary efforts, as well as emphasising the current trend for metrosexuality in males. Apparently, Lurpak knows that it's not just women who wear the apron.

It received 30 per cent of the UTalkMarketing vote and group brand manager at Arla Foods Stuart Ibberson said it was aimed at "gourmet foodies" who like to make things from scratch, but that the organisation also hopes to "recruit new younger consumers too".

He went on to say that the company intends to consider the benefits of social media as well, noting that ways to engage with bloggers are being considered.

Another advert that claimed the People's Choice title in recent times was Twinings' waterfall offering. Most would agree that tea isn't hugely sexy but the campaign - which sees an artist making a cascade of water out of the many different Infusions colours - got 19 per cent of the vote.

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

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