Douglas, who has fronted the brand for two decades, is being dumped in a bid to look more sophisticated. He is being replaced by a young Danish woman Maria, in a plot borrowed from the film Chocolat.
The £6 million marketing campaign, created by DDB London, breaks on 7 April and will run on TV as well as in cinemas and press. Three TV executions, each 40 seconds long, take a snippet of village life and show Maria teaching the older ladies how to rediscover the forgotten joys of life through indulging in Lurpak.
The TV campaign has been set in a Scandinavian village to give Lurpak a more continental and sophisticated feel.
Anna Morris, a board account director at DDB London, explained: "Douglas has done a brilliant job for the brand and has been incredibly successful, but it's not where the brand wants to be and he's not as relevant as he was 20 years ago. The new campaign is all about reminding people how great Lurpak tastes and how people should let go and enjoy themselves."
The campaign is intended as an alternative to health-focused product advertising. The commercials use the endline "give in to Lurpak" to re-emphasise how people should not fight the temptation of butter.
In the first TV execution, a stranger, called Maria, arrives in a sleepy village and opens a cafe. She teaches the prim townsfolk to take pleasure in life by enjoying simple pleasures such as Lurpak.
The second TV ad shows how the pleasures of Lurpak remind the village's older women of the forgotten and elicit joys of youth.
In the final ad, Maria tells the women that "real beauty comes from within".
The press campaign, which uses five different executions, continues the theme of enjoying life with visuals of Lurpak improving indulgent food.
One shows a knob of Lurpak garlic butter frying in a pan of prawns with the copy: "Don't struggle to make things simple." Another depicts Lurpak spread on a crumpet and the message: "If it's worth eating, it's worth eating now." The TV and press campaign was planned and bought by Carat.
The campaign was art directed by Feargal Ballance and written by Dylan Harrison. The TV ads were directed by Harald Zwart through Upstart Films.