Lurpak® Freestyle Tips
Concept + art direction + design
Lurpak® Australia / Client
BD Network / Agency
Phil Shearer / Creative director + copywriter
William Meppem / Photographer
Hannah Meppem / Food economist + stylist
Lurpak's global, above the line campaign Go Freestyle encourages foodies to throw out the recipe books and explore new flavours using Lurpak Spreadable. Our job was to show Australian foodies how by using ongoing Facebook content.
‘Going freestyle’ sounds great in theory, but when you’re staring into the pantry wondering how you’re going to ‘freestyle' yourself up some lunch, most of us will just reach for the Vegemite. So how can we educate and inspire budding and seasoned foodies without a 12-step recipe?
We develop a series of simple tips that add a unique twist to lunchtime snacks and can be delivered via the news feed.
We worked closely with food economist and stylist Hannah Meppem to develop the range of everyday and seasonal tips that could be explained in one line of copy.
Our audience is predominantly mobile users, who like most of us, scroll through their feeds quickly — I designed specifically with this in mind. It was essential to contain everything within the image, by using minimal copy and branding and catching people’s attention with Lurpak’s signature ‘food porn’ style — achieved with the help of photographer William Meppem. This way it could be pinned, posted, regrammed or saved to your phone without cropping, loss of branding or relying on addition copy below the image.
Even with over 800k fans, Lurpak’s regular content had extremely low reach and engagement. With organic only receiving 10–50 likes and a few comments, while paid content had a few hundred. The Freestyle Tips out performed everything. Organic engagement averaged in the hundreds and paid in the thousands — making this Lurpak Australia’s most successful content. The popularity caught the attention of the Lurpak Global and have since been used for other countries.