Press release

​Lurpak challenges consumers to cook in new ‘Game on, Cooks’ campaign


Lurpak, the UK’s no.1 butter and spreadable brand[1], has unveiled a new multi-million pound campaign.

'Game on, Cooks'challenges cooking habits as research by Lurpak shows UK consumers are spending more time absorbing food media than cooking[2]. Its aim is to rouse audiences to turn their screens off and ovens on, demonstrating that consuming food culture is a poor substitute for the experience of cooking.

On average, UK consumers are spending more than five hours a week watching, reading, browsing and tagging food on social media – but just four hours actually cooking, the study has found.

More than half admit they would much rather watch a dish being cooked on TV, or spend time looking at photos online, because they are too busy or think it’s too complicated try to try their hand at making something themselves.

Lurpak ‘Game on, Cooks’ ad will air on Sunday 18th September with an adrenaline-inducing 60 second TV spot during Channel 4’s Celebrity Island with Bear Grylls.

Watch the ad here

The ad continues the ‘Good Food Deserves Lurpak’ narrative, and opens on a sculpture of TV screens, laptops, phones and cookbooks capturing food culture in all its forms. Viewers are drawn in by the sound of Rutger Hauer reminding them “nothing compares to the thrill of a hot kitchen.” As the pile of food entertainment is suddenly blown up, Hauer boldly proclaims “You’re not a cook until you cook”.

Christian Fischer, Lurpak Global Brand Director, Arla Foods UK, comments: “We’re constantly bombarded with food culture. Cooking has become entertainment and we’re doing it less than ever. That’s why we’re stirring a cooking revolution with “Game on, Cooks” and rousing ‘sofa-chefs’ back into the kitchen. Consuming food culture doesn’t compare to the sights, sounds and tastes of the kitchen, so it’s time to stop spectating and start cooking with Lurpak.”

Other peak spots include Channel 4’s Paralympics 2016: Closing Ceremony (Sunday 18th) and ITV’s Emmerdale (Monday 19th), followed by key spots in X Factor and Coronation Street later in the first week.

The ‘Game on, Cooks’ TV ad is part of a multi-million-pound marketing campaign that also features shopper, press, digital and PR. The ad was created by Wieden+Kennedy.

[1]Nielsen 52WE 13th August 2016

[2]Lurpak survey by Onepoll of 2,000 adults, August 2016

Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 of whom are British.

Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.

Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor, Cravendale, and Lactofree with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.

Press contact


Arla Foods UK Press Office

Arla UK (media queries only, no new business or sponsorship requests)


Lurpak has unveiled a new TV ad as part of a multi-million pound campaign