Dramatic Lurpak ad targets food choices

Arla Foods brand Lurpak has launched a dramatic TV ad by Wieden + Kennedy as part of its 'Good Food Deserves' campaign.

The ad encourages consumers to make better food decisions that are fulfilling and easy to make.

The "kitchen odyssey" ad dramatically shows a man opting to make an omelette using Lurpak instead of choosing a ready meal. The spot will run on TV from 17 January together with a 30-second cutdown and a series of 10-second "moments" from the film.

The ad has been created by Wieden + Kennedy creative directors, Ray Shaughnessy and Dan Norris, and executive creative directors Tony Davidson and Kim Papworth. The production company is Stink and the director is Martin Krejci.

The central themes of the campaign will be brought to life through social media channels with humorous and responsive activity that challenges and supports the choices people make around food. The campaign also includes outdoor and print.

Sampling activity, devised by BD Network, will roll out from 14 February. Bags of ingredients for easy and quick dinners will be given out with an inspiration booklet of recipes and ideas at eight key train stations in London.

Thryth Jarvis, senior brand manager at Arla Foods said: "We want to stop people, make them consider the food choice they are about to make and encourage them to make a better one.

"Our 2011 campaign delivers real impact, showing food as it's never been seen before, you just can't help but feel inspired by it."

Shaughnessy and Norris said: "We wanted to explore the headset that lets you cook a roast dinner on Sunday but reach for a ready meal on Monday.

"People who count themselves as foodies make those sorts of decisions all the time. We wanted Lurpak to question that kind of mentality and ask them why they compromise."