Pick of the Week: Lurpak's timely message spreads hope

The ad is a love letter to cooks in a chaotic world.


In the middle of another coronavirus-induced anxiety spiral, I watched this ad for butter. Lurpak’s campaign champions cooks as heroes, and with tantalising food shots and a witty script, it proved a welcome distraction from the chaos that ensues every time I scroll Twitter. 

Who could have guessed that the brand’s message would have felt so timely: that the simple act of making and sharing food, when the world is going to shit and we might be stuck at home, can be a source of hope. So, instead of panicking, I will take Lurpak’s advice and go make someone a frittata. 

Brand Lurpak
Title Where there are cooks, there is hope
Agency Wieden & Kennedy London
Creatives Tom Bender, Tom Corcoran
Director Kim Gehrig
Production company Somesuch