We teamed up Lurpak and MasterChef Australia for a campaign that reinforces Lurpak’s positioning as the butter of choice for passionate cooks.

The campaign champions good food and puts the premium Danish butter brand at the heart of Easter culinary celebrations, traditionally a key period for butter sales.

“Maintaining share of voice in an increasingly competitive category is essential,” Linda Fagerlund, chief strategy officer, Mediahub, said. “The MasterChef Australia: Back To Win season partnership is the natural next step, aligning perfectly with Lurpak’s premium positioning and food-first messaging.”

“This partnership allows Lurpak to speak to its food-loving audience with maximum cultural and seasonal relevance, using high-attention media moments to drive salience and preference,” Fagerlund concluded.

The holistic campaign highlights the proposition that Lurpak is synonymous with good food, Easter and MasterChef Australia.

Congrats to our teams on a great launch! Read the full story on Mediaweek.