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| website = {{URL|https://www.lurpak.com/}}
| website = {{URL|https://www.lurpak.com/}}
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'''Lurpak''' is a Danish brand of [[butter]] owned by [[Arla Foods]]. It is sold in over 75 countries worldwide,<ref>{{Cite web|title=Lurpak Crowned Best Butter in the World at Cheese Contest|url=https://www.thecattlesite.com/news/52761/lurpak-crowned-best-butter-in-the-world-at-cheese-contest/|website=The Cattle Site|language=en|access-date=2020-05-19}}</ref> and is known for its distinctive silver packaging.<ref>{{Cite web|title=Tub Retains Signature Shine|url=https://pi.cnsmedia.com/a/yP%204PZ9w0s0=|website=.packaginginsights.com/|access-date=2020-05-19}}</ref> Lurpak came into existence in October 1901<!-- as/under/with the name Lurmærke ({{literal translation|lur mark}}) --> after a combination of several [[Denmark|Danish]] dairy farmers decided to create and register a common brand and mark for butter to increase sales.<ref>{{Cite book|url=https://books.google.com/books?id=QJlMDwAAQBAJ&dq=Lurpak+1901&pg=PA347|title=Creating Nordic Capitalism: The Development of a Competitive Periphery|date=2017-09-16|publisher=Palgrave Macmillan|isbn=978-1-137-07137-8|language=en}}</ref> Its logo is based on the [[lur]], an ancient instrument once used in Scandinavia.<ref>{{Cite web|title=The lurs of the Bronze Age|url=https://en.natmus.dk/historical-knowledge/denmark/prehistoric-period-until-1050-ad/the-bronze-age/the-lurs-of-the-bronze-age/|access-date=2020-05-19|website=National Museum of Denmark|language=en}}</ref><ref>{{Cite book|last=Goodall|first=Howard|title=The Story of Music|publisher=Vintage Books|year=2013|isbn=9780099587170|location=London|page=10|author-link=Howard Goodall}}</ref>
'''Lurpak''' is a Danish brand of [[butter]] owned by [[Arla Foods]]. It is sold in over 75 countries worldwide,<ref>{{Cite web|title=Lurpak Crowned Best Butter in the World at Cheese Contest|url=https://www.thecattlesite.com/news/52761/lurpak-crowned-best-butter-in-the-world-at-cheese-contest/|website=The Cattle Site|language=en|access-date=2020-05-19}}</ref> and is known for its distinctive silver packaging.<ref>{{Cite web|title=Tub Retains Signature Shine|url=https://pi.cnsmedia.com/a/yP%204PZ9w0s0=|website=.packaginginsights.com/|access-date=2020-05-19}}</ref> Lurpak came into existence in October 1901<!-- as/under/with the name [[:da:Lurmærke|Lurmærke]] ({{literal translation|lur mark}}) --> after a combination of several [[Denmark|Danish]] dairy farmers decided to create and register a common brand and mark for butter to increase sales.<ref>{{Cite book|url=https://books.google.com/books?id=QJlMDwAAQBAJ&dq=Lurpak+1901&pg=PA347|title=Creating Nordic Capitalism: The Development of a Competitive Periphery|date=2017-09-16|publisher=Palgrave Macmillan|isbn=978-1-137-07137-8|language=en}}</ref> Its logo is based on the [[lur]], an ancient instrument once used in Scandinavia.<ref>{{Cite web|title=The lurs of the Bronze Age|url=https://en.natmus.dk/historical-knowledge/denmark/prehistoric-period-until-1050-ad/the-bronze-age/the-lurs-of-the-bronze-age/|access-date=2020-05-19|website=National Museum of Denmark|language=en}}</ref><ref>{{Cite book|last=Goodall|first=Howard|title=The Story of Music|publisher=Vintage Books|year=2013|isbn=9780099587170|location=London|page=10|author-link=Howard Goodall}}</ref>


[[File:Lurpak.JPG|thumb|Lurpak salted butter]]
[[File:Lurpak.JPG|thumb|Lurpak salted butter]]

Revision as of 22:39, 12 March 2022

Lurpak
The Lurpak logo with two crossed Lurs
Product typeButter
OwnerArla Foods
CountryDenmark
Introduced23 October 1901
MarketsInternational
TaglineGood Food Deserves Lurpak
Websitewww.lurpak.com

Lurpak is a Danish brand of butter owned by Arla Foods. It is sold in over 75 countries worldwide,[1] and is known for its distinctive silver packaging.[2] Lurpak came into existence in October 1901 after a combination of several Danish dairy farmers decided to create and register a common brand and mark for butter to increase sales.[3] Its logo is based on the lur, an ancient instrument once used in Scandinavia.[4][5]

Lurpak salted butter

Despite Arla Foods' partly Swedish origin, the product is not sold in Sweden.[citation needed] Lurpak's principal market is the United Kingdom.[6]

Product range

Lurpak unsalted butter
Single-serve packs of Lurpak butter
  • Lurpak Slightly Salted Butter
  • Lurpak Cheese Spread
  • Lurpak Lighter Spreadable
  • Lurpak Lightest Spreadable
  • Lurpak Organic Spreadable
  • Lurpak Unsalted
  • Lurpak Spreadable Slightly Salted Butter
  • Lurpak Spreadable Margarine Butter
  • Lurpak With Crushed Garlic
  • Lurpak Olive Oil Spread
  • Lurpak Softest Slightly Salted (launched Spring 2018)

Advertising campaigns

In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a trombonist made from butter, trying to play the famous classical composition Flight of the Bumblebee by Rimsky-Korsakov at the end of each advert spot (usually being stopped by the voiceover "Not now, Douglas!"), in tribute to Arthur Tolcher's appearances on the television show Morecambe & Wise. This was created by Aardman Animations, and featured the voice of Penelope Keith, with the intro to the Agnus Dei from Faure's Requiem as background music. This ran for almost twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by Wieden+Kennedy, and featuring the voice of Rutger Hauer.[7][8]

Similar brands

In the United Kingdom, discount retailer Aldi has introduced its own brand lookalike "butter blended with rapeseed oil", named Norpak,[9][10] which is manufactured in Ireland.[11] Lidl and Tesco also have their own brand lookalikes, named Danpak[citation needed] and Butterpak, respectively.

References

  1. ^ "Lurpak Crowned Best Butter in the World at Cheese Contest". The Cattle Site. Retrieved 2020-05-19.
  2. ^ "Tub Retains Signature Shine". .packaginginsights.com/. Retrieved 2020-05-19.
  3. ^ Creating Nordic Capitalism: The Development of a Competitive Periphery. Palgrave Macmillan. 2017-09-16. ISBN 978-1-137-07137-8.
  4. ^ "The lurs of the Bronze Age". National Museum of Denmark. Retrieved 2020-05-19.
  5. ^ Goodall, Howard (2013). The Story of Music. London: Vintage Books. p. 10. ISBN 9780099587170.
  6. ^ Wienberg, Christian (3 September 2020). "Butter Hoarding Boosts Profit of Maker of Lurpak". Bloomberg. Retrieved 3 September 2020.
  7. ^ "welcome to optimism: we salute you, brave food warriors".
  8. ^ Naylor, Tony (2009-04-24). "AdWatch: Lurpak can't butter us up". The Guardian. London. Retrieved 2010-05-11.
  9. ^ Smith, Sophie (7 July 2017). "How Aldi and Lidl have wooed British shoppers: the top 5 discounter tactics". Retrieved 4 June 2019 – via www.telegraph.co.uk.
  10. ^ Patel, Ajay. "Copycat products: 'living dangerously' with intellectual property". The Conversation. Retrieved 4 June 2019.
  11. ^ "Country of origin of butter and cheddar sold in Scottish and British retailers: analysis - gov.scot". www.gov.scot. Retrieved 4 June 2019.
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