Lurpak: BAKERIES BEST KEPT SECRET

Credits & Description:

Category: Ambient Media (Large Scale)

Advertiser: WILLI FOOD

Product/Service: BUTTER

Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI

Date of First Appearance: Apr 25 2010

Entrant Company: DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL

Account Director: Mira Finkelstein (Draftfcb+Shimoni Finkelstein Barki)

Executive Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)

Creative Director: Reuven Givati (Draftfcb+Shimoni Finkelstein Barki)

Art Director: Liat Tsur (Draftfcb+Shimoni Finkelstein Barki)

Copywriter: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)

Industrial Designer: Reuven Givati (Draftfcb+Shimoni Finkelstein Barki)

Flash Designer: Shimi Kuperly (Draftfcb+Shimoni Finkelstein Barki)

Producer: Eti Naaman (Draftfcb+Shimoni Finkelstein Barki)

Curator: Ifat Zvirin (Draftfcb+Shimoni Finkelstein Barki)

Media placement: Exhibition - 'Biet HaOmanim' Art Gallery Tel Aviv - 25 April 2010



Describe the brief/objective of the direct campaign.

Lurpak the premium spreadable butter brand asked us to strengthen its connection to bread.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Idea: The “Rejected Bread Exhibit”

An exhibition that would prove that ‘Lurpak loves all bread - even the rejects’.



We discovered that every week many Challah breads (the traditional Jewish bread) are taken off the production line and thrown away for aesthetic reasons only. As many people are not aware of this fact, Lurpak decided to turn this into an opportunity and reveal bakeries’ best kept secret.



We collected rejected Challah bread from major bakeries and curated them into an exhibition at an art gallery. The exhibition celebrated the deformed and wonderfully unsymmetrical breads no one ever gets to see. The media were sent invites in order to generate public awareness.



Explain why the creative execution was relevant to the product or service.

Revealing bakeries best kept secret through the “Rejected Bread Exhibit”

strengthened Lurpak’s connection to bread and positioned it as a champion of all bread.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The true story these breads told, exposed bakeries best kept secret and generated debate among the thousands of people who saw the exhibition. The unusual transition of bread from the supermarket shelf to the art gallery, led to nationwide interest and media coverage. Above all however, it reaffirmed Lurpak loves all bread. Any bread. Even the rejects.