Lurpak and Observer Food Monthly magazine in year-long deal

The Observer Food Monthly magazine has agreed a year-long media partnership with Arla butter brand Lurpak, focusing on new product Lurpak Lightest Spreadable.

Observer Food Monthly: deal with Lurpak to focus on Lightest Spreadable product
Observer Food Monthly: deal with Lurpak to focus on Lightest Spreadable product

The joint venture, developed by Carat, will launch with a Lurpak cover-wrap of the Observer Food Monthly magazine on Sunday (22 January).

Planned promotional activity for the brand will include 12 advertorials spread out over the next year in a column written by Edith Bowman, who will focus on one seasonal ingredient each month.

A series of creative executions will run throughout the year, including a Lurpak-branded seasonal wall planner, highlighting "key food dates" and "seasonal ingredients" throughout the year.

It is the first time The Guardian Brand Partnerships team has created the wall chart with a commercial partner.

The media deal is part of a £10m push around the launch of Lurpak Lightest Spreadable, which aligns itself with healthy eating, marking the brand's biggest product launch in 10 years.

Jessica Hardcastle, senior brand manager at Lurpak, said: "As food titles go, the Observer Food Monthly is a natural partner for Lurpak and a perfect way to reach our health-food-loving audience. It is a great platform to announce the new launch – our most significant for 10 years."

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

 


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).