Give in to Lurpak and the stylish new advertising campaign

Lurpak is to capitalise on the Scandinavian heritage and unique taste that has made it the number one butter brand with a new multi-million pound advertising campaign.

The new campaign follows nearly 20 successful years of advertising with the nation's favourite animated character, Douglas the Butterman, who is taking retirement.

The much loved trombone player has played his final fanfare and is stepping aside to welcome the arrival of a new three-part advertising campaign, directed by renowned Hollywood director, Harald Zwart.

With a portfolio of work including commercials for a number of leading brands ranging from Lynx to BMW and Nokia, as well as the creation of feature films such as One Night at McCools starring Matt Dillon, Harald was the obvious choice for the role of director on Lurpak's new campaign.

Filmed in Norway and Los Angeles, the first of three adverts will be launched in April 2004 with viewers encouraged to give in to a little of what they enjoy and savour the delicious taste of Lurpak butter.

The nation's leading butter brand, Lurpak has long been seen as the hallmark of good taste and this is reflected in the new adverts set around a warm and bustling café opening in a small Scandinavian town.

Senior brand manager for Lurpak, Rebecca Allinson, said: "Douglas the Butterman has been synonymous with Lurpak butter for nearly 20 years and has been a great success, however we feel the time is right for a fresh, creative approach that reflects the innovations that have taken place with the Lurpak brand and the highly successful Spreadable and Lighter variants."

The new adverts feature original Lurpak block butter, Lurpak Spreadable and Lurpak Lighter in addition to print ads to support the Lurpak range including Lurpak with Crushed Garlic.

Rebecca Allinson added: "The commercials are a real development for Lurpak and reflect the stylish quality of the brand and its Scandinavian heritage with warm, magical touches and witticisms."

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.