Live Mupis

2. Lurpak Live Mupis
The brief:
Position Lurpak as the ‘champion of good food’ and raise
awareness about this mission within the regional context in
a disruptive manner.
Unique selling point:
Lurpak does not only enable good food by being a key
ingredient, but also empowers moments of delight by being
a brand that inspires food lovers to get into the action. We
wanted to creatively express this positioning to food lovers.
We positioned it as:
Built on the creative platform of ‘Game On, Cooks’, the
campaign inspired food lovers through a unique point of
view: Now more and more we are browsing food pictures
online, reading recipes, liking posts, watching shows i.e.
consuming food visually & passively.
It’s time to stop looking and start cooking, and enjoy the
sensorial thrills of the kitchen!

3. Lurpak Live Mupis
Creative solution:
Mupis are a common sight inside and outside malls in the
region. The standard fare on the mupi is an adaptation of
the creative print visual.
We decide to stir things up a bit. ‘Grab Lurpak and let’s
bake’ said every mupi, while transforming itself into a real
cooking station. A real person was stationed in the mupi
space with ingredients, utensils and Lurpak, of course.
Bringing the creative of the mupi to life!
A promoter interacted with passers-by and offered freshly
created food, engaging them in a very unexpected way.
The implementation cut through the clutter of mall
communication and received an overwhelming response in
terms of engagement in a high-footfall arena.