This paper outlines the strategic thinking and creative development that informed the creation and execution of the vibrant Lurpak Lightest Rainbow campaign.

Lurpak was launching its new product, Lurpak Lightest Spreadable, its biggest NPD launch in 10 years, offering health-conscious consumers a new low fat product that doesn’t compromise on taste. The launch was supported by a £10M national marketing campaign spanning TV, press, OOH, digital, in-store and experiential.

The campaign challenge was to banish for good the overly worthy and slightly sad image of health food. Rather than following category norms of health benefits and dieting messages, the spot celebrated the world of delicious, healthy food by luxuriating in colour, texture and taste. All of the elements of the campaign were knitted together with a rainbow spectrum, injecting optimism and lightness into the work.

The campaign proved highly successful – it achieved the highest ever ROI for a Lurpak® TV ad: £1.92 (for every pound Lurpak® spent, they made £1.92 back) and caused an incremental volume of 58%. It reached a brand value of £13.3m in the 12 months of 2012 with 7.3% penetration.