Lurpak is a Danish brand of

butter Butter is a dairy product made from the fat and protein components of churned cream. It is a semi-solid emulsion at room temperature, consisting of approximately 80% butterfat. It is used at room temperature as a spread, melted as a condiment ...

owned by

Arla Foods , industry = Dairy , predecessor = ArlaMD Foods , founded = , founder = , location_city = Viby , location_country = Denmark , area_served = Worldwide , key_people = Peder Tub ...

. It is sold in over 75 countries worldwide, and is known for its distinctive silver packaging. Lurpak came into existence in October 1901 after a combination of several

Danish Danish may refer to: * Something of, from, or related to the country of Denmark People * A national or citizen of Denmark, also called a "Dane," see Demographics of Denmark * Culture of Denmark * Danish people or Danes, people with a Danish a ...

dairy farmers decided to create and register a common brand and mark for butter to increase sales. Its logo is based on the

lur A lur, also lure or lurr, is a long natural blowing horn without finger holes that is played with a brass-type embouchure. Lurs can be straight or curved in various shapes. The purpose of the curves was to make long instruments easier to car ...

, an ancient instrument once used in Scandinavia. Lurpak

Despite Arla Foods' partly Swedish origin, the product is not sold in Sweden. Lurpak's principal market is the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

Product range

*Lurpak Slightly Salted Butter *Lurpak Cheese Spread *Lurpak Lighter Spreadable *Lurpak Lightest Spreadable *Lurpak Organic Spreadable *Lurpak Unsalted *Lurpak Spreadable Slightly Salted Butter *Lurpak Spreadable Margarine Butter *Lurpak With Crushed Garlic *Lurpak Olive Oil Spread *Lurpak Softest Slightly Salted (launched Spring 2018)

Advertising campaigns

In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a

trombonist The trombone (german: Posaune, Italian, French: ''trombone'') is a musical instrument in the brass family. As with all brass instruments, sound is produced when the player's vibrating lips cause the air column inside the instrument to vibrate ...

made from butter, trying to play the famous classical composition Flight of the Bumblebee by

Rimsky-Korsakov Nikolai Andreyevich Rimsky-Korsakov . At the time, his name was spelled Николай Андреевичъ Римскій-Корсаковъ. la, Nicolaus Andreae filius Rimskij-Korsakov. The composer romanized his name as ''Nicolas Rimsk ...

at the end of each advert spot (usually being stopped by the voiceover "Not now, Douglas!"), in tribute to

Arthur Tolcher Arthur Tolcher (9 April 1922 – 9 March 1987), born Arthur John Stone-Tolcher in Bloxwich, Staffordshire, England, was a virtuoso British harmonica player and child star who started his career in the British music halls in the 1930s. Ca ...

's appearances on the television show ''

Morecambe and Wise Eric Morecambe (John Eric Bartholomew, 14 May 1926 – 28 May 1984) and Ernie Wise (Ernest Wiseman, 27 November 1925 – 21 March 1999), known as Morecambe and Wise (and sometimes as Eric and Ernie), were an English comic double act, working i ...

''. This was created by

Aardman Animations Aardman Animations Limited (also known as Aardman Studios, simply Aardman or Aardman Animation and stylised as AARDMAN as of 2022) is a British animation studio based in Bristol, England. It is known for films made using stop-motion and clay an ...

, and featured the voice of

Penelope Keith Dame Penelope Anne Constance Keith, (née Hatfield; born 2 April 1940) is an English actress and presenter, active in film, radio, stage and television and primarily known for her roles in the British sitcoms '' The Good Life'' and ''To the Man ...

, with the intro to the

Agnus Dei is the Latin name under which the " Lamb of God" is honoured within the Catholic Mass and other Christian liturgies descending from the Latin liturgical tradition. It is the name given to a specific prayer that occurs in these liturgies, and ...

from Faure's ''Requiem'' as background music. This ran for almost twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by

Wieden+Kennedy Wieden+Kennedy (W+K; earlier styled ''Wieden & Kennedy'') is an American independent global advertising agency best known for its work for Nike. Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, it is one of the l ...

, and featuring the voice of

Rutger Hauer Rutger Oelsen Hauer (; 23 January 1944 – 19 July 2019) was a Dutch actor. In 1999, he was named by the Dutch public as the Best Dutch Actor of the Century. Hauer's career began in 1969 with the title role in the Dutch television series ' ...

Similar brands

In the United Kingdom, discount retailer

Aldi Aldi (stylised as ALDI) is the common company brand name of two German multinational family-owned discount supermarket chains operating over 10,000 stores in 20 countries. The chain was founded by brothers Karl and Theo Albrecht in 1946, when t ...

has introduced its own brand lookalike "butter blended with

rapeseed Rapeseed (''Brassica napus ''subsp.'' napus''), also known as rape, or oilseed rape, is a bright-yellow flowering member of the family Brassicaceae (mustard or cabbage family), cultivated mainly for its oil-rich seed, which naturally contains a ...

oil", named Norpak, which is manufactured in

Ireland Ireland ( ; ga, Éire ; Ulster Scots dialect, Ulster-Scots: ) is an island in the Atlantic Ocean, North Atlantic Ocean, in Northwestern Europe, north-western Europe. It is separated from Great Britain to its east by the North Channel (Grea ...

Lidl Lidl Stiftung & Co. KG (; ) is a German international discount retailer chain that operates over 11,000 stores across Europe and the United States. Headquartered in Neckarsulm, Baden-Württemberg, the company belongs to the Schwarz Group, whi ...

and

Tesco Tesco plc () is a British multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues and the ninth-largest in th ...

also have their own brand lookalikes, named Danpak and Butterpak, respectively.

References

External links

*
Lurpak UK site
* {{Butter Food brands of Denmark Arla Foods Brand name dairy products Butter Multinational companies headquartered in Denmark