TMW Ideas

W+K posted their new Lurpak campaign on their great blog, which is lovely of them. And it is a lovely campaign (as is the Guardian one, but that's a different story.) The posters, the TV, all beautiful. (Trout, Garlic, Lemon, Butter in particular is fantastic).

But I can't help being a little disappointed by the digital side of things (Note - I'm not sure, but don't think W+K did the digital). First up, my pet hate - the URL on all advertising is insearchofgoodfood.com. What's wrong with Lurpak.com? You still end up at the same place (eventually - Lurpak.com has a link to the In Search of Great Food section. You would have thought a whole new brand campaign would warrant more prominence on the front page). There is also a site at lovelurpak.co.uk, which is the same as insearchof…which is the same as lurpak.co.uk, so where did lovelurpak come from? Sheesh. After spending over 100 years establishing the brand “Lurpak” it seems somewhat perverse to not use it to guide people to your site.

However, at least the URL is featured on some of the comms - even if it is tiny…

Then, the site itself. There's nothing awful about it, but after the sense of food worship tranmitted by the ads just isn't there. It looks sterile, it's a bit flat, it's got a half-hearted attempt at a community - the recipes look good though…it's just a shame to see a genuinely lovely advertising let down by a poor follow though online.