UKTV and Lurpak spread the love with this campaign by IDS

Summary

• Lurpak used UKTV Food to enhance its brand status
• High profile integrated sponsorship package on TV and website
• UKTV Food viewers more likely to purchase Lurpak after viewing sponsorship
• UKTV Food viewers had a better appreciation of Lurpak brand values than non-viewers
• Web activity and TV sponsorship worked in synergy to enhance awareness

Background

Arla Foods wanted to enhance the status of Lurpak Butter and position it as a bold, confident brand.

The client wanted to celebrate its classic nature and recruit a younger, more affluent consumer.

UKTV Food provided the ideal vehicle, underlining the message that quality butter is an essential ingredient in any dish.

Solution

A six month sponsorship of UKTV Food on Sundays.

The sponsorship linked Lurpak to well-loved chefs including Nigella Lawson, Delia Smith, James Martin, Keith Floyd and Rick Stein.

The sponsorship was fully integrated within UKTV Food's website, with branded MPUs and leaderboads on every page.

Insight

Preliminary research illustrated the perfect fit between Lurpak and UKTV Food:

• UKTV Food's adult profile is very upmarket, +18% more ABC1 than the multichannel average

• Viewers spend more per week on groceries than average.

• The channel has moved from strength to strength, growing its ABC1 impacts year after year

Research

Independent research was commissioned to evaluate the effectiveness of the sponsorship, in terms of:

• Sponsorship awareness
• Perception of the branding within the sponsorship
• The messages it delivered
• The effect of online integration

Brand awareness

After the sponsorship Lurpak was the no.1 brand being bought by UKTV Food viewers

UKTV Food viewers also understood the brand positioning and values better than non-viewers

Sponsorship Recall

Regular sponsorship exposure enhanced Lurpak's communication awareness by +16%.

More specifically, regular Sunday UKTV Food viewers were over twice as likely to recall having seen, heard or read anything about the Lurpak brand.

Online activity

As expected regular Sunday viewers were more likely to recall seeing the web-creatives and to have clicked through to the target pages.

The primary value of the web activity was that it extended the campaign reach beyond Sunday viewers, with high click-hrough rates being achieved among non UKTV Sunday viewers.

Sponsorship Perceptions

Of those aware of the sponsorship, over half felt more positive towards the brand. There were no negative responses whatsoever.

84% of UKTV Food viewers who were aware of the sponsorship felt that it was particularly appropriate that UKTV Food was sponsored by Lurpak, while 7 out of 10 enjoyed the way in which the sponsorship was shown.

What respondents said

"It gave the impression that it was the butter to use for various reasons. The flavoured kind for cooking and the unsalted variety for health and baking"

"With regards to its sponsorship on UKTV Food, it was shown during the programme in a recipe which I then downloaded and then bought the product"

"Food programme - sponsored by Lurpak ‘the essential ingredient' "

"The sponsorship of UKTV Food on Sundays gave Lurpak the ideal platform to position the brand exactly where we wanted it to be - at the heart of good food. The fit between the channel's viewership and our target audience was near-perfect, making the sponsorship very targeted. Research clearly demonstrates the success of the sponsorship and we are very pleased with the results."

Jessica Hardcastle, Brand Manager
Lurpak