Unleash Full Flavour

Lurpak, the UK’s number one butter and spreadable brand, has launched a new multichannel campaign to support the introduction of its Chilli & Garlic flavoured butter, as the brand expands further into the flavoured category and looks to engage a younger generation of food lovers. The push was developed in collaboration with brand activation agency ZEAL.

The campaign, ‘Unleash Full Flavour’, is designed to signal fresh momentum for the brand while reinforcing its core positioning around simple, high-quality cooking.
Strategically, the launch sits within Lurpak’s broader ambition to grow its offering and recruit younger consumers, while increasing relevance with existing audiences. With the new launch, the brand identified an opportunity to tap into evolving food culture and demand for bold, convenient flavours that elevate everyday cooking.

ZEAL was tasked with creating a platform that would give the new product a distinct identity within the wider Lurpak portfolio, while staying true to the brand’s commitment to authentic, scratch cooking. The resulting idea centres on the transformative power of flavour, positioning the butter as a simple way to elevate any dish.

Creatively, the campaign brings this to life through a dramatic visual world inspired by Renaissance art and the idea of flavour as a powerful, almost magical force. Hero executions depict ingredients caught in a swirling ‘tornado’ of chilli and garlic, designed to feel as though they are being conjured by the cook, bringing the dish to life. Drawing on references from spellbound, Renaissance-style compositions, the work leans into heightened, theatrical imagery to express intensity. Elemental cues are used to build a multi-sensory experience, with smoky notes representing garlic and embers and red heat bringing the chilli to life, reinforcing the depth and richness of the product.

Film and print executions centre on this heightened moment, showing how the product elevates and intensifies everyday cooking in a visually striking way.

A key part of the approach was a deliberate decision to avoid AI-generated imagery, instead opting for entirely hand-crafted production. Every element of the campaign was shot and edited by hand, with the team adopting a deliberately experimental approach to achieve the final visuals. This included constructing a bespoke chilli and garlic ‘tornado’ for print using a chicken wire rig and carefully placed ingredients, combined with a DIY pressure system to fire powders and elements directly into camera. In film, practical effects were pushed further, including inserting dynamite into a chilli to create a real flavour explosion for the opening shot. Arla’s internal agency, The Barn, executed the shoots for both key visuals and AV, with ZEAL’s Deputy Creative Directors overseeing the process on set.