Moving Image Formats about Food- Blog 6

Lurpak butter ads 

Lurpaks butter adverts have always been rememberable, the most famous one was with the butter man in the 1980s and early 90s. 

 The Adverts (Chop Chop advert)- 

 

Recently over the last few months, we have seen new adverts for the butter. An interesting collaboration of shots showing different techniques in the kitchen- as the song goes..

“chop chop chop chop chopping

dice dice dice dice dicing

peal peal peal peal pealing

we’r cooking up a rainbow today

healthy doesn’t have to taste hum drum

blend blend blend blend blending

mash mash mash mash mashing

roast veg brash brace burning

we’re cooking up a rainbow today

chop chop chop chop chopping

we’re knocking up, fixing up, whipping up, we’re cooking up a rainbow” 

 

All sorts of vegetables and fruits and foods are prepared and cooked within the kitchen for different meals. This just shows you not only how to cook things and what you use when dealing with a type of food, but of course how and when to use the butter Lurpak.

(Proper Good Food advert)-

 The most recent advert that came after this was the ‘proper good food’ ads in 2012/2013-http://www.youtube.com/watch?v=c9ox1tMRyyk . Like the previous set of adverts, this also displays cooking different meals, greasing glass dishes, opening tins, melting ingredients on the pan, grating cheese, cutting carrots and putting a meal together and cooking it in the oven. The main advert on TV is the one showing how to make cheesy pasta dish and cottage pie. 

With the ads mentioned above, as well as looking briefly through Lurpak’s history of ads, the main theme isn’t necessarily about the butter itself, but about food and cooking, and of course using Lurpak butter within your cooking.  

 

(2011's advert)- 

This involved 'The Kitchen Odyssey' theme- http://www.youtube.com/watch?v=bj-HOzHarMU , which involved a man’s decision about what to have for breakfast before going to work. it ended up with him cracking open two eggs, melting some Lurpak butter in a pan, cooking the whisked eggs in the pan to make omelets and then grated cheese on top. 

 (2010 advert)- 

This was about a woman baking cakes- http://www.youtube.com/watch?v=0WFfj8n-PTE , The women baking cakes attempted to bake a chocolate and what looks like to be almond cake. Quick, but simple. The second ad in 2010 was about making pies- http://www.youtube.com/watch?v=-eMLOkyC7wM.  This involved a man attempting to make mince pie. I found this quite amusing this one not because it’s a man trying to cook, but because his reactions and how he just puts on the uncooked pastry in bits is the exact thing that first time cooks trying this would do. Very familiar. 

 (2009's adverts)- 

This year had a series of adverts displayed the different uses of the butter;

The first was the ‘Saturday is breakfast day’ with making pancakes in the advert- http://www.youtube.com/watch?v=xbCxzuDQikQ&list=PLFCE7462A2E55273C, which involved the story of using Lurpak butter with any type of breakfast you had on a morning. The laziness of staying in bed, suggested the concept of looking forward to breakfast because of the use of Lurpak. 

 The second ad to be shown in 2009 was the potato ad- http://www.youtube.com/watch?v=vmxgnhdKnek . This displayed information about the potato from growth to use. After that, it showed a male making jacket potatoes, and instead of showing all the different toppings like baked beans, cheese or even tuna on top of the baked potato, all that was shown was he putting on Lurpak butter. This stated that by only putting on Lurpak butter it would make your jacket potato taste good enough to eat plain. 

The third ad to appear for Lurpak in 2009 was the mushroom ad- http://www.youtube.com/watch?v=02J9S2Qq0CA&NR=1&feature=endscreen. This ad had the same principle as the potato ad, showing how mushrooms grew in the wild, giving some factual information about them, and then stating that by cooking them in Lurpak butter in a pan, would be enough to enjoy. 

The forth 2009 ad was about ‘lighter’- http://www.youtube.com/watch?v=V0Ew4HRfysw&feature=endscreen&NR=1. This ad opened up the option for cookers who wanted to eat but watch their weight, to use butter but not have to worry about the after-effects of having it. Lurpak lighter advert gave it’s butter fans the confidence to cook but to not worry about calories or what they were eating.

 

Other throughout the years such as the ‘bread’ ad in 2007, and the Lurpak spreadable ad in 1996, shows that this is a company dedicated to showing that Lurpak butter should be in everyone’s kitchens. 

My Experience- 

After looking into these adverts, I love the reoccurring theme of cooking within them over the last 15 years. The message behind them is clearly ‘with Lurpak it makes cooking easier’, as well as Lurpak making meals taste better. It’s wonderful to see adverts celebrating healthy food and home cooking. Brilliant use of close up shots to show the cooking itself, the textures of the foods, and the beautiful colours of cooking mixtures. 

Despite not using Lurpak butter, it has definitely made me change my mind about what to have for dinner after seeing some of the recent adverts. The ‘proper good food’ advert has made me want to have cottage mince pie one evening, and the advert with the catchy song “chop chop chop chop chopping…” etc has given me an insight into instruments and equipment within the kitchen unit, how to use them and what to use them for. 

Lurpaks advert campaigns get you excited about cooking and eating again, which, in my opinion, we all need to start doing again.