Lurpak's luxury weekend breaks competition

Lurpak has launched an on-pack promotion as part of its brand campaign exhorting us to "Make Saturday’s breakfast special". Customers are invited online to win a two-day break  (including breakfast, one dinner, a bottle of wine and £100 to spend) at one of 15 luxury UK boutique hotels, with a draw taking place once a week over 12 weeks.  A copy of AA Gill’s Breakfast at the Wolsey is available for 240 runners-up.

My first thought is that for an on-pack campaign, the number of prizes on offer seems a little thinly spread (sorry) Moreover I feel that the brand is missing out on its continental heritage by offering UK rather than European breaks. 

That said, the mechanic is simple enough and entering is easy.  The site is pleasant to browse, but the link between butter and breakfast is a little tenuous, with some of the recipes given not even requiring a touch of the stuff – poached eggs anyone?

This promotion could work harder to capitalise on the brand's heritage and differentiate Lurpak from competitors.  It's a premium product, with real foodie appeal and its long term - over 100-year-old - Danish heritage seems to have been ignored rather than celebrated.

UK weekend break prizes have been somewhat tarnished by unscrupulous offers that force you to pay over the odds for meals, or are only available at inconvenient times – and I feel that this might hinder response. 

Also more could have been done online to sell up the prizes. Perhaps a more in depth feature on the hotels on offer, an "everyone wins" deal to book at a reduced rate or a free breakfast somewhere as a Lurpak consumer.

Overall although it's a nice promotion I'm not sure it’s brand literate enough and it failed to use the online medium sufficiently to really engage consumers.  Simply put, it could have worked a lot harder. 

Still, one thing amused me – an online recipe for "fried eggs" that involves separating the white and the yolk and faffing about with both an oven and a frying pan.  If this is what making Saturday’s breakfast special means – I’d opt for some buttered toast and a lie-in.

Rating - 6 out of 10

This article was first published on Promotions & Incentives