W+K and Lurpak offer food porn for today’s hard-pressed generation

Do you remember those celebrated Marks & Spencer ‘food porn’ ads from RKCR/Y&R, salivating shots, smoochy music and a seductive voiceover for M&S’s aspirational ready-prepared meals?

Some might even say they summed up the Tony Blair years – all lace curtains and no Sunday dinner perhaps. Here’s one:

London agency of the moment Wieden+Kennedy is going down what we might call a parallel path for Lurpak, choosing good old-fashioned rib-stickers like cottage piece, bread and butter pudding and macaroni cheese (almost a traditional British dish) to show how cooking with decent butter (Lurpak) enables you to deal with these rather more straightened times.

Very appetising it is too, from Rutger Hauer’s rumbly voiceover (feed the beast – or else) to the accomplished direction from Vince Squibb of Gorgeous.

Lurpak owner Arla Foods is shelling out a not inconsiderable £10m on a campaign that also includes posters, press and digital. Arla’s other brands include Cravendale milk which has also been spending heavily through W+K.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. True Stephen, but the Flora riposte to this which broke on 1st February with Stephen Fry’s voice over is nicely pitched against this ‘parallel path’ and certainly earns a doffed hat.

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