Weave Your Magic (WYM) by Lurpak is a story of one cook’s magical power to transform the ordinary into the extraordinary. The TV which won Cannes Silver Film Lion, shows the alchemy of the kitchen, as humble ingredients are transformed into miraculous dishes and the cook reigns over her kitchen kingdom.

WYM was the first global campaign for Lurpak, running in 6 markets to date, with 7 more by 2015. It sought to position the brand as the ‘champion of good food’ for Food Lovers everywhere. The creative idea was born out of the insight that though ‘good food’ was inherently local, the joyful experience of making of good food was the same the world over. Food was culturally divisive, cooking was universal.

The campaign drove value growth and brand appeal by driving consideration in established markets and trial in new markets with it distinctive brand positioning for a butter brand. In this paper, Sweden has been used as a case study for established markets and Australia for new markets.

In Australia the brand grew 26.5% in value sales, in a total market that only grew 3.8% that year (Nielsen BSM Category Data 2013). Brand awareness amongst Food Lovers was up 13%, with ever bought and buy nowadays growing 10% respectively (Millward Brown Brand Tracking 2013). Millward Brown creative testing showed that the ad cut though and motivated consumers and that Lurpak owned ‘passionate about good food’ compared to its competitor brands. In 9 months, Weave Your Magic has shown to generate 3.1m AUD back to the business, giving an ROI of 1.2.

In Sweden an established market, the campaign drove 10% incremental sales across the 20 week period it has been in market versus the same period the year previously (Nielsen BSM Category Data 2012---13). Top 2 box consideration grew 9% during the time the TV was on air and the brand image statement of ‘passionate about quality food’ jumped 12% (Millward Brown Brand Tracking 2013). In just 20 weeks WYM created SEK 21.6m in Sweden and drove an ROI of SEK1.84.

Weave Your Magic shows how true audience insight can be used to cross global cultural divides, even in the most local of categories and across completely different stages of market growth. It is proof that global work can be both locally relevant, creatively engaging and commercially successful.