Lurpak needed to create new ways to sample their butter offering during a time when physical sampling was somewhat limited by the COVID-19 environment. They wanted to create a campaign-able Christmas idea that facilitated the use of Lurpak in more Christmas cooking.
The nuts and bolts
Introducing Don’t Buy It… Bake It, where we encouraged Australians to bake their Christmas gifts, instead of buying them this year.
To receive a limited edition Lurpak Christmas Baking Kit, entrants simply purchased any Lurpak product at Woolworths, uploaded their receipt to a microsite, chose one of three signature recipes (Christmas Butter Biscuits, Spiced Gingerbread Biscuits and Cinnamon Rolls) and entered their details.
Within a week the lucky recipients were delivered a custom Lurpak Christmas tin, a sample ingredient, a recipe card and a baking tool to help them master Christmas. When they were ready to gift their tin filled with love and baked goods, a branded Christmas card containing a Lurpak coupon to redeem in-store was provided, so the receiver could also start baking and pay it forward.
With thousands of baking kits given away and national earned coverage across the likes of the News Corp and Daily Mail networks, we were able to get Christmas gift baking on the agenda.