Three celebrity food ambassadors will aim to inspire visitors to start their food adventure, sharing twists, tips and techniques using Lurpak’s Cook’s Range.
The ambassadors include Lily Vanilli, who runs the Lily Vanilli Bakery and has a range of cakes stocked in Harrods and Selfridges, Tom Sellers, who recently opened his own Michelin-starred restaurant Story, and Valentine Warner, who has worked in top London restaurants and regularly presents on television.
In addition to the coupons consumers will receive when sampling the product on stand, they will be encouraged to engage with the Lurpak brand post trial, with numerous competitions running for those who tweet using the hashtag #FOODADVENTURES.
Running until 26 April, the campaign will integrate the UK’s largest indoor advertising screen Motion@Waterloo, part of JCDecaux and Network Rail’s vision for the future of rail advertising. The state-of-the-art high definition screen will stream live content captured on the stand throughout the campaign.
A number of agencies are behind the campaign. BD Network was tasked with bringing the campaign to life through the experiential delivery whilst Carat and Posterscope devised the idea of using Motion@Waterloo. During the campaign Wieden & Kennedy and PS Live will film and link the content on the stand to the screen. Posterscope, who bought the media, will run the microsite and Outside Line will manage the social media assets.
Stuart Ibberson, senior director for butters, spreads and margarines at Arla, which owns the Lurpak brand, said: "We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire."
Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.
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