Lurpak's Crush Expectations Redefines Plant-Based as Edgy, Not Earthy
Laura McQuarrie — September 6, 2024 — Marketing
References: lurpak & marketing-beat
While plant-based alternatives are often relegated to the "granola" natural foods niche, Arla-owned butter brand Lurpak shattered stereotypes with 'Crush Expectations,' an ad inspired by heavy metal that redefines plant-based as edgy and desirable rather than just wholesome and earthy.
In Crush Expectations, garlic sizzles, and vegetables get sliced, then smashed and chopped with intensity. In a few short clips, the potential of the plant-based butter alternative is made known with everything from blended and baked goods to sautées and summer staples like buttery corn on the cob.
“While most marketing in the plant-based category leans towards a natural, calm approach, we treated promoting our product exactly how Lurpak would treat any piece of communication," said Lurpak brand manager Mia Lund Moeller.
In Crush Expectations, garlic sizzles, and vegetables get sliced, then smashed and chopped with intensity. In a few short clips, the potential of the plant-based butter alternative is made known with everything from blended and baked goods to sautées and summer staples like buttery corn on the cob.
“While most marketing in the plant-based category leans towards a natural, calm approach, we treated promoting our product exactly how Lurpak would treat any piece of communication," said Lurpak brand manager Mia Lund Moeller.
Trend Themes
1. Heavy-metal Influenced Marketing - Lurpak's Crush Expectations campaign uses a rebellious heavy metal theme to break away from traditional plant-based advertising.
2. Edgy Plant-based Branding - The campaign repositions plant-based butter from being just healthy to being trendy and appealing through intense visual storytelling.
3. Sensory-driven Food Ads - Ads focusing on intense, visceral food preparation sequences like sizzling garlic and chopped vegetables create a more dynamic engagement for consumers.
Industry Implications
1. Food Advertising - The disruption in this industry involves utilizing unconventional themes to reframe perceptions about plant-based products.
2. Marketing and Branding - Adopting edgy and unexpected marketing styles can revitalize and differentiate brands within the conservative plant-based sector.
3. Plant-based Foods - Innovative visual campaigns can attract new demographics to plant-based alternatives by highlighting versatility and appeal.
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