Lurpak


Lurpak is a Danish brand of butter owned by the Danish cooperative company, Arla Foods. It is sold in seventy five countries worldwide, and is best known for its distinctive silver packaging. Lurpak started in 1901, as a combination of several Danish dairy farmers to create a common brand for butter to increase sales.
The distinctive logo is based on the 'Lur', an ancient instrument once used in Denmark. Despite Arla Foods' partly Swedish origin, the product is not sold in Sweden.

Product Range

In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a trombonist made from butter, trying to play the famous classical composition Flight of the Bumblebee by Rimsky-Korsakov at the end of each advert spot, in tribute to Arthur Tolcher's appearances on the television show Morecambe & Wise.
This was created by Aardman Animations, and featured the voice of Penelope Keith, with the intro to the Agnus Dei from Faure's Requiem as background music. This ran for almost twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by Wieden+Kennedy, and featuring the voice of Rutger Hauer.

Similarities of the brand

Discount retailer in the United Kingdom, Aldi, has introduced an own brand lookalike "butter blended with rapeseed oil", named Norpak, and manufactured in Ireland. Discount retailer Lidl also has its own brand lookalike, named Danpak.