Arla Foods – Lurpak & World Bread Day Campaign

Role: Marketing Strategist (2021 – 2023)

Situation

Arla Foods sought to elevate Lurpak, a premium Danish butter brand, in Nigeria by positioning it as the go-to choice for bakers and food enthusiasts, while also driving engagement across its broader portfolio (butter, cheese, spreads) through a signature annual celebration of World Bread Day.

Task

• Define and reach the core target audience of bakers and culinary enthusiasts.

• Align local communications with Lurpak’s global brand strategy.

• Create a memorable World Bread Day campaign that would generate buzz both online and in-store.

Action

• Audience Profiling & Positioning

  • Conducted research and social listening to segment “home chefs” vs. “professional bakers.”

  • Developed a messaging framework that highlighted Lurpak’s quality, “Good Food Deserves Lurpak” and its ability to transform everyday baking into an elevated experience.

• Integrated Communication Strategy

  • Adapted global creative assets for local relevance: subtitled hero videos featuring international pastry chefs, paired with recipe tutorials by Nigerian bakers.

  • Worked with a team that designed OOH posters and point-of-sale materials for gourmet shops and supermarket bakery sections.

  • Developed a strategy that led to the launch of social-first content (#BetterWithArla), showcasing user-generated bread recipes, driving participation via Instagram Stories and Facebook reels.

• World Bread Day “Better With Arla” Campaign (2022 & 2023)

  • Developed the big idea “Better With Arla”, inviting bakers to share how Lurpak elevates their breads.

  • Rolled out experiential pop-up baking demos in Lagos malls and Abuja food festivals.

  • Orchestrated influencer partnerships and a branded recipe booklet distributed in-store.

Result

• Brand Awards: Lurpak won Butter Brand of the Year at the 2024 BrandCom Awards, reflecting the strength of its positioning and campaigns.

• Engagement: The #BetterWithArla hashtag amassed user-generated posts and social impressions across Facebook and Instagram over two campaigns.

• Retail Impact: In-store activations drove uplift in category penetration for Lurpak Butter in targeted outlets during campaign months.

• Portfolio Lift: Cross-brand promotions (butter + cheese) increased combined sales year-on-year for Arla Nigeria’s premium product range.