THE CHALLENGE
With COVID limiting in-person sampling, Lurpak needed a fresh way to get into Australian kitchens at Christmas. We needed to inspire more festive cooking and give people a reason to put Lurpak on their shopping list.
THE IDEA
We created Don’t Buy It… Bake It, a consumer promotion that swapped shopping bags for baking trays. Homemade biscuits and cinnamon rolls became heartfelt Christmas gifts, with limited-edition Lurpak Baking Kits helping Australians get started.
HOW PEOPLE ENGAGED
Shoppers bought any Lurpak product at Woolworths, uploaded their receipt and chose from three festive recipes for a chance to receive a kit. Winners received a Christmas tin with a sample ingredient, recipe card and baking tool. A branded Christmas card and 50% off coupon helped them gift their creations and pass the baking inspiration on.
WHAT IT BUILT
Thousands of baking kits delivered. Coverage across News Corp and Daily Mail. A purchase-led promotion that brought sampling into people’s homes and gave Lurpak a place in their Christmas gifting. The kind of present that rarely makes it past Boxing Day.
