game on,
cooks

Agency: Wieden+Kennedy Client: Lurpak SKills: Artwork

You’re not a cook until you cook.

We’re constantly bombarded with cooking shows. We mindlessly ‘pin’ recipes and binge on perfectly styled dishes in our Instagram feeds. Our cookbooks have become coffee table books that will never be smeared with the mess of a kitchen. Cooking has become entertainment and we’re doing it less than ever.

This campaign thrusts this paradox forward and rallies audiences to turn their screens off, and their ovens on. The campaign visuals boldly proclaim “You’re not a cook until you cook”.

It challenges us all to stop being spectators and come experience the ‘thrill of a hot kitchen’ by reminding audiences of the sensorial thrill of the cooking experience.

Rooted in the cultural insight that UK consumers are cooking less despite consuming more food media than ever before, Lurpak ‘Game On, Cooks’ campaign tackles this ‘cooking paradox’.

By rousing audiences to turn their screens off and ovens on, demonstrating in true Lurpak fashion that consuming food culture is a poor substitute for the visceral experience of cooking.

Game on, Cooks TVC

Lurpak knows you can watch all the cookery shows, own all the cookery books, follow every foodie on Instagram and pin all the food you want, but you’re not a cook until you cook.

Master Images

As a part of this campaign, there are 4 master images. These are cake, mushroom, steak and dough. These images were used within all of the media (press and OOH).

Portrait Layouts

The master images were used to create portrait layouts for the campaign. Guidelines were created for the way the type would interact with the imagery.

Landscape Layouts

The master images were also used to create landscape layouts for the campaign. Guidelines were created for the way the type would interact with the imagery.