Christian Fischer|海报/平面|广告营销案例【ADGuider广告指南】

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克里斯蒂安 · 费舍尔

案例简介：十年前，Lurpak 给客户带来了更便宜的损失。该机构被雇佣来开始增长，让人们选择 Lurpak，尽管它的价格溢价很高。这还不足以告诉人们为什么我们尝起来更好，我们必须让他们觉得我们尝起来更好，并在他们生活的大情感背景下讲述这个故事。我们成为了美食的冠军 -- 一个捍卫和崇拜美味、简单和家常菜的品牌。我们的平台 “美食值得 lurpak” 使用文化动态作为丰富的背景，在过去十年中提供了当前的食物观点。

克里斯蒂安 · 费舍尔

案例简介：Ten years ago, Lurpak was haemorrhaging customers to cheaper spreads. The agency was hired to start growth and get people to choose Lurpak, despite its steep price premium. It wasn't enough to tell people why we tasted better, we had to make them feel we did, and tell that story in the big emotional context of their lives. We became the Champion of Good Food - a brand that defends and worships good, simple and home-cooked food. Our platform 'Good Food Deserves Lurpak' used cultural dynamics as a rich backdrop, providing current points of view on food throughout the last ten years.