The background
Lurpak needed a fresh approach to sampling their products during a time when in-person experiences were limited due to the COVID-19 environment. The challenge? Create a campaignable idea that would inspire Australians to use more Lurpak in their Christmas cooking, all while embracing the festive spirit.
The nuts and bolts
We introduced Don’t Buy It… Bake It, a campaign that encouraged Australians to swap store-bought gifts for homemade, heartfelt Christmas bakes.
To participate, consumers simply purchased any Lurpak product at Woolworths, uploaded their receipt to a dedicated microsite, and selected one of three signature Christmas recipes: Christmas Butter Biscuits, Spiced Gingerbread Biscuits, or Cinnamon Rolls. Then, they entered their details for a chance to receive a limited-edition Lurpak Christmas Baking Kit.
Within days, lucky recipients received a beautifully designed Lurpak Christmas tin, filled with everything they needed to get baking— a sample ingredient, recipe card, and a baking tool to bring their Christmas creation to life. And when it came time to share their festive treats, the kit included a branded Christmas card and Lurpak 50% off coupon, so recipients could gift their baked goods and help others join in the baking fun.
With thousands of baking kits delivered and media coverage spanning across News Corp and Daily Mail, we didn’t just drive Christmas baking—we made it a movement. Lurpak became synonymous with the magic of homemade, baked-with-love Christmas gifts.
