In a strategic effort to boost brand engagement and promote Lurpak butter as an essential ingredient in everyday cooking, we launched the “Butter Up Your Rice” campaign in Jordan. The campaign aimed to inspire consumers to enrich their rice dishes with the creamy flavor of Lurpak butter while offering a chance to win an exclusive kitchen makeover.

Challenge: The main challenge was to increase consumer interaction with Lurpak and position the brand as a versatile choice for everyday cooking. The campaign needed to appeal to the local culinary culture and offer a compelling incentive that would motivate participation and engagement.

Approach:

1. Culturally Relevant Concept: Developed the “Butter Up Your Rice” theme, leveraging the popularity of rice dishes in Jordanian cuisine. The campaign encouraged consumers to enhance their favorite rice dishes with Lurpak butter, connecting the brand with a familiar and beloved staple.
2. Engagement Through Incentives: Introduced an attractive incentive—an exclusive kitchen makeover—to drive participation. This high-value prize was designed to appeal to the target audience and encourage them to actively engage with the brand.
3. Seamless User Experience: Created a dedicated landing page to facilitate easy participation. Users could upload their purchase receipts and dish photos by scanning a QR code integrated into the campaign’s promotional materials, ensuring a smooth and accessible experience.

Execution Highlights:

• Digital Integration: Developed a user-friendly landing page that allowed participants to easily enter the contest by scanning a QR code. The page was optimized for mobile use to cater to tech-savvy millennials and ensure a wide reach.
• Promotional Toolkit: Designed a comprehensive promotional toolkit that included posters, social media content, and in-store materials featuring the QR code, making it easy for customers to participate from anywhere.
• Cultural Resonance: The campaign tapped into local culinary traditions, positioning Lurpak as a key ingredient in everyday Jordanian cooking, particularly in rice dishes, which are a staple in the region.

Results:

• High Participation Rate: The campaign successfully attracted over 10,000 participants, demonstrating strong consumer interest and interaction.
• Enhanced Brand Positioning: Positioned Lurpak as an essential part of everyday cooking in Jordan, reinforcing its image as a versatile and high-quality butter choice.
• Valuable Consumer Insights: Collected extensive data and feedback from participants, providing valuable insights for future marketing strategies.