Freestyle Tips

Lurpak Australia
Social content

Lurpak's global 'Go Freestyle' campaign encourages foodies to throw out the recipe books and explore new flavours using Lurpak Spreadable. Which 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 reach for the Vegemite.

To inspire budding and seasoned foodies without a 10-step recipe, we develop a series of simple tips that add a unique twist to lunchtime snacks via the social feed.

We worked closely with food economist and stylist Hannah Meppem to develop the range of everyday tips that could be explained in one line. We included everything in image so it would work when it was pinned, posted and re-grammed.

The freestyle tips boosted pushed Lurpak Australia's social engagement from hundreds to thousands, even catching the attention of the global brand to adapt for other markets.

Role

Concept
Art direction
Design

Credits

Agency : BD Network
Creative director : Phil Shearer
Copywriter : Phil Shearer
Food economist/stylist : Hannah Meppem
Photographer : William Meppem

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