Saturday is Breakfast Day
Mouthwatering copy, served up with a dollop of interactivity and a side order of ‘food porn’ inspired foodies everywhere to create a breakfast worth getting out of bed for.
Challenge
In 2009, Lurpak chose to leverage their foodie credentials by setting out to own a ‘food moment’, with the ‘Saturday is Breakfast Day’ ATL proposition. Our challenge was to help them reinstate the most important meal of the day, drive penetration with a young, southern audience of ‘Gourmets in Training’ and get them to choose Lurpak over cheaper own-brand options.
Solution
The digital space gave us the best opportunity to counter the three barriers to breakfast; lack of time, inspiration and preparation. We chose our ingredients carefully:
- Rich content to engage, inspire and motivate
- Interactive panels that encouraged users to play with their food
- Tips, tools and delicious recipes
- Magazine-style food features and opinion pieces
Site content was designed to change depending on the day. Themes ranged from how to find time for breakfast on weekdays, to planning ahead for some Saturday indulgence towards the end of the week. The ‘at-work’ audience was targeted via the key email sites of Yahoo, MSN, and Hotmail, where rich media banners were served on Thursday and Fridays to drive site traffic and build anticipation of the main event.
Results
Talk about bringing home the bacon. Site visits increased by 702% year-on-year and user interaction rose by 75%. The work has successfully strengthened the brand’s personality, consolidating the association between LURPAK and good food. Best of all, it made people hungry.
Figures correct at time of publication
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