Being the champion of good food, we wanted to put Lurpak at the top of shopping lists during the festive season, and so needed a fame-driving piece of activity that would engage with consumers and be amplified through social media.
An experiential campaign with cooking at the heart, the build was an 8m tall, 3 tonne faux Christmas tree made entirely of dummy blocks of Lurpak.
Surrounding the tree was a 360º kitchen, from which we hosted live cooking demonstrations, sampled Lurpak Christmas recipes, handed out recipe booklets & cookies, and gifted cookie cutters.
The Lurpak Christmas tree toured the country over a period of 15 days, visiting London Westfield, Covent Garden, Birmingham, Leeds & Edinburgh.
The campaign delivered Christmas cheer in the form of 41,363 fresh food samples, 164,500 bespoke mince pie flavoured cookies, 139,440 recipe booklets, and 8,250 cookie cutters.