Lurpak® Freestyle Tips

Role
Concept, art direction, design, social

Client
Lurpak® Australia

Agency
BD Network

Credits
Creative director and copywriter, Phil Shearer
Food economist and stylist, Hannam Meppem
Photographer, William Meppem

Year
2016

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.

Download the tips and go freestyle.

45_Lurpak_tips_roast-cherries
44_Lurpak_tips_brandy-butter
43_Lurpak_tips_berry-butter
42_Lurpak_tips_glazed-ham
41_Lurpak_tips_bacon-butter
40_Lurpak_tips_dukkah-prawns
39_Lurpak_tips_dukkah-chicken
38_Lurpak_tips_chipotle-ribs-melon
37_Lurpak_tips_chipotle-sizzle
36_Lurpak_tips_rosemary-beans
35_Lurpak_tips_rosemary-pop-corn
34_Lurpak_tips_easy-caramel
33_Lurpak_tips_curry-carrots
32_Lurpak_tips_salami-crumbs
31_Lurpak_tips_crouton
30_Lurpak_tips_bbq-greens
29_Lurpak_tips_roast-tomato
28_Lurpak_tips_grilled-pinapple
27_Lurpak_tips_togarashi
26_Lurpak_tips_taleggio
25_Lurpak_tips_burrito
24_Lurpak_tips_zucchini
23_Lurpak_tips_mustard-thyme
22_Lurpak_tips_cinamon-scrolls
21_Lurpak_tips_roasted-pear
20_Lurpak_tips_xmas-cake
19_Lurpak_tips_bloody-mary
18_Lurpak_tips_cherries
17_Lurpak_tips_miso
16_Lurpak_tips_seaweed
15_Lurpak_tips_potted-trout
14_Lurpak_tips_peaches
13_Lurpak_tips_pickle
12_Lurpak_tips_brine
11_Lurpak_tips_crossant-pudding
10_Lurpak_tips_corn-lime
09_Lurpak_tips_pineapple-soy
08_Lurpak_tips_steak-smash
07_Lurpak_tips_salted-caramel
06_Lurpak_tips_siracha
05_Lurpak_tips_lime-rind
04_Lurpak_tips_hard-herbs
03_Lurpak_tips_waffle-hashbrown
02_Lurpak_tips_chermoula
01_Lurpak_tips_toban-djan

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© Corey Silva 2017