LURPAK: Christmas in July

When it comes to Christmas, there’s an unsung hero at every festive feast: butter.

And with Christmas in July becoming an increasingly popular phenomenon in Australia inspired by international visitors and residents who traditionally associate the celebration with colder weather, there was an opportunity to gain cut through during this time and position Lurpak as the brand leader associated with this occasion and lay a foundation for the real Christmas occasion later in the year.

Our overall strategy was to generate an ownable narrative and position Lurpak as the champion of Christmas in July, amplified through a celebrity-chef ambassador, a media and influencer event, recipe inspiration and a partnerships with restaurants and a meal delivery partner, Pepper Leaf.

To bring the Christmas in July campaign to life we enlisted Sarah Todd to support key activity and practically demonstrate how cooking with Lurpak can make good food, great. As part of the campaign, Sarah developed two bespoke Lurpak Christmas in July recipes, hosted our media and influencer event including a cooking demonstration, provided social media support and participated in media interviews including a live cooking demonstration on Channel 9 Today Extra.

To stamp Lurpak’s ownership of Christmas in July, we transformed one starry night into a magical Christmas evening and hosted a delicious three-course Christmas feast for media and influencers, all centred around butter. To create a dynamic brand experience, the event included a number of key moments including a classic Christmas carol choir, a butter-cocktail demonstration and even a visit from Father Christmas.

The media and influencer event was the springboard into our vast media relations including a number of interview with Sarah Todd, branded recipe inclusions and tips on dishing up the perfect Christmas in July meal with Lurpak.

To encourage people to cook with Lurpak, we partnered with meal delivery partner Pepper Leaf to gift their customers a bonus Christmas in July inspired ‘free meal’ with Lurpak. The partnership included co-branded packaging on the boxes, a co-branded recipe card and social media amplification.

And to bring the essence of Christmas in July closer to home, we partnered with well-known family-friendly café in Melbourne, Miss Marmalade and one of Sydney’s best cafes, Marcelle to include a limited time only Lurpak Christmas inspired dish on their special menus for three weeks.

Overall, every aspect of the campaign was supported through media and social amplification and led to Lurpak being the talk of the town during the peak Christmas in July season.