Lurpak spot rocks out over plant-based variant

Lurpak is smashing expectations of vegan food options with an ad promoting its plant-based version.

'Crush expectations' by Wieden & Kennedy London is being led by a 30-second ad designed to showcase that plant-based food isn’t always light, delicate and lacking in flavour.

The spot shows plant-based ingredients being crushed, sliced, chopped, smashed, scorched, blitzed and cooked in different ways alongside a high-energy heavy metal soundtrack. It ends with the tagline: 'Whatever you think about plants, think again'.

The ad is designed to encourage people to rebel against the clichés of plant-based cooking.

It was directed by Scott Lyon through Rogue Films.

"Crush expectations" is running in the UK and Denmark across TV, online and social, with plans to launch in other markets in the future. Carat is managing media for the campaign. 

Mia Lund Moeller, senior brand manager at Lurpak, said: “While most marketing in the plant-based category leans towards a natural, calm approach, we treated promoting our product exactly how Lurpak would treat any piece of communication.”

The Arla-owned butter and spread brand launched Lurpak Plant Based in the UK last month. It said it has set out to use its long-term brand positioning in the work.

Joe de Souza and Juan Sevilla, creative directors at Wieden & Kennedy London, said: “It’s always challenging to do something different and interesting, but smashing vegetables and listening to heavy metal was, to be honest, surprisingly fun and therapeutic. The film looks and sounds great, and effectively conveys the premium nature of the new product."  

The release of the ad comes after Arla Foods started a review of its UK creative account in June, which Campaign understands will move it towards an agency-of-record model. The FMCG company works with several agencies on a project basis, including Wieden & Kennedy London, Creature and Grey London.

Arla-owned brands Lurpak and Anchor will not be included in the pitch.