Lurpak and Observer Food Monthly magazine in year-long deal

The Observer Food Monthly magazine has agreed a year-long media partnership with Arla butter brand Lurpak, focusing on new product Lurpak Lightest Spreadable.

Observer Food Monthly: deal with Lurpak to focus on Lightest Spreadable product
Observer Food Monthly: deal with Lurpak to focus on Lightest Spreadable product

The joint venture, developed by Carat, will launch with a Lurpak cover-wrap of the Observer Food Monthly magazine on Sunday (22 January).

Planned promotional activity for the brand will include 12 advertorials spread out over the next year in a column written by Edith Bowman, who will focus on one seasonal ingredient each month.

A series of creative executions will run throughout the year, including a Lurpak-branded seasonal wall planner, highlighting "key food dates" and "seasonal ingredients" throughout the year.

It is the first time The Guardian Brand Partnerships team has created the wall chart with a commercial partner.

The media deal is part of a £10m push around the launch of Lurpak Lightest Spreadable, which aligns itself with healthy eating, marking the brand's biggest product launch in 10 years.

Jessica Hardcastle, senior brand manager at Lurpak, said: "As food titles go, the Observer Food Monthly is a natural partner for Lurpak and a perfect way to reach our health-food-loving audience. It is a great platform to announce the new launch – our most significant for 10 years."

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

 


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Sky invests $5 million in native ad tech firm

Sky invests $5 million in native ad tech firm

Sky has invested $5 million (£3.1 million) in the native advertising technology company Sharethrough.

Share
ESPN 'very surprised' by BT's bid for Premier League rights

ESPN 'very surprised' by BT's bid for Premier League rights

NEW YORK - ESPN was "very surprised" by BT's knockout bid for the Premier League broadcast rights, according to Eric Johnson, the ESPN executive vice-president, global multimedia sales.

Share
Facebook's Sandberg: Industry must celebrate ads that celebrate women

Facebook's Sandberg: Industry must celebrate ads that celebrate women

The "Lean In" author led an Advertising Week panel that explored gender roles in global campaigns.

Share

Get news by email