 The Lurpak logo with two crossedlurs | |
| Product type | Butter |
|---|---|
| Owner | Arla Foods |
| Country | Denmark |
| Introduced | 23 October 1901; 124 years ago (1901-10-23) |
| Markets | Worldwide |
| Tagline | Good Food Deserves Lurpak |
| Website | lurpak |
Lurpak is a Danish brand ofbutter owned byArla 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 cooperative of several Danish dairy farmers decided to create and register a common brand and mark for butter to increase sales.[3] Its trumpetlike logo is based on thelur, an ancient brass instrument once used inScandinavia.[4][5]
Lurpak's principal market is theUnited Kingdom.[6]
Lurpak butter is made frommilk, but their spreadable range containsrapeseed oil.[7]
In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, atrombonist made from butter, trying to play the famous classical compositionFlight of the Bumblebee byRimsky-Korsakov at the end of each advert spot (usually being stopped by the voiceover "Not now, Douglas!"), in tribute toArthur Tolcher's appearances on the television showMorecambe and Wise. This was created byAardman Animations, and featured the voice ofPenelope Keith, with the intro to theAgnus Dei fromFaure'sRequiem as background music. This ran for almost twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created byWieden+Kennedy, and featuring the voice ofRutger Hauer.[8][9]
In the United Kingdom, discount retailerAldi has introduced its own brand lookalike "butter blended with rapeseed oil", named Nordpak,[10][11] which is manufactured inIreland.[12]Lidl andTesco also have their own brand lookalikes, named Danpak and Butterpak, respectively.[citation needed]
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