Unleash Full Flavour special build

Lurpak, the UK’s number one butter and spreadable brand, has unveiled the latest phase of its campaign supporting the launch of its new Chilli & Garlic flavoured butter, with a large-scale London special build designed to bring the product’s flavour intensity to life. Developed in partnership with brand activation agency ZEAL, the activity forms part of a broader integrated campaign spanning digital, shopper and OOH channels.
The latest rollout includes a high-impact 96-sheet special build close to Billingsgate Market in London, supported by digital 6-sheets across the UK.
The wider campaign forms part of Lurpak’s expansion into the flavoured butter category and sits within the brand’s broader ‘Next Chapter’ strategy, aimed at engaging a younger generation of food lovers through more culturally relevant and trend-led products.
Strategically, the campaign is designed to spark a sense of newness around the Lurpak brand while reinforcing its role in helping consumers cook with greater confidence, convenience and creativity. The new Chilli & Garlic variant is positioned as a simple way to elevate everyday dishes, tapping into growing demand for flavour shortcuts, cooking hacks and more adventurous food experiences.
The creative platform, ‘Unleash Full Flavour’, is built around the idea of flavour as something transformative and almost theatrical. Drawing inspiration from Renaissance-style imagery, the campaign dramatises the effect of the butter through a swirling “tornado of flavour”, designed to appear as though it is being conjured by the cook themselves.
To express the sensory intensity of the Chilli & Garlic product, the campaign leans into elemental cues associated with both ingredients. Smoky textures and aromas reference garlic, while embers, red heat and glowing light effects are used to evoke the intensity of chilli.
The centrepiece of the latest campaign phase is a large-format special build close to Billingsgate Market. Designed to stand out both day and night, the execution features a 3D Lurpak Chilli & Garlic pack appearing to burst out from the billboard itself, illuminated by a strip of red lighting that casts a dramatic glow into the surrounding night sky.
The campaign was entirely handcrafted, with all work shot and edited using real food, practical effects and in-camera techniques rather than CGI or AI-generated imagery. To create the print visuals, the team constructed a physical chilli and garlic tornado using a chicken wire cone filled with hand-placed ingredients of varying cuts, sizes and cooking states, alongside a DIY pressure blaster used to fire ingredients and powders into shot.