Lurpak® Freestyle Tips

2016 / Concept + Art Direction + Design + Social

Lurpak® Freestyle Tips

2016 / Concept + Art Direction + Design + Social

Lurpak® Freestyle Tips
My role
Concept + Art direction + Design + Social

The team
Lurpak® Australia  /  Client
BD Network  /  Agency
Phil Shearer  /  Creative director + copywriter
William Meppem  /  Photographer
Hannah Meppem  /  Food economist + stylist

Brief
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 to freestyle.

Challenges
‘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?

Solution
We develop a series of simple tips that add a unique twist to lunchtime snacks via social media news feed.

Development
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.

Approach
Our audience is predominantly mobile users, who scroll through their feeds quickly. It was essential to contain everything within the image, use minimal copy and branding and catching people’s attention with Lurpak’s signature ‘food porn’ style. 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.

Results
Even with over 800k fans, Lurpak’s regular content had extremely low reach and engagement with 50 likes tops. The Freestyle Tips changed this. Organic engagement averaged in the hundreds and paid in the thousands — making this Lurpak Australia’s most successful social content. The popularity caught the attention of the Lurpak Global and they have started using it worldwide.

Other projects

QueensPlaza Food Court Relaunch
Junior Paper Craft Website
Optus Sport Social: EPL
The Sun Mum Weather Service
Typoster: The Best of Times
Stop Flooding My Record Collection
Lurpak® Herb & Spice Blends
Bridge to Brisbane
A Simple desk
QueensPlaza Photography