Lurpak has unveiled a new £10m marketing campaign set to run for four weeks.

Sticking with the brand’s ‘Good food deserves Lurpak’ strapline, the new advertising focusses on hearty homemade dishes. The campaign will also feature in press, outdoor and cinema advertising, and will be supported by digital activity.

A new 20-strong sales team will be supporting the convenience sector and there will also be POS material specific to c-stores. The brand is also launching a loyalty scheme where consumers will be able to send off for branded cookware.

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