Launching LURPAK

In the 1950s the development of a butter-packing machine gradually led to the disappearance of the well-known wooden casks, which had so far carried Lur branded butter into the world. Now butter could be sold in attractive retail packs and a far higher hygiene standard could be achieved. This development provided a massive promotional opportunity for Danish butter, and in April 1957 the Danish Dairy Board launched its greatest ever marketing campaign in the UK. The purpose of which was to promote the new Danish butter pack. Replacing the old "Danish Butter", LURPAK became the new name of Danish butter in the British market - a name derived from the well-known trademark with four, intertwined lurs, which were retained on the butter pack. The campaign cost the Danish Dairy Board several million Danish kroner, a massive amount at the time. It included TV and newspaper advertising, and nationwide distribution of promotional brochures and leaflets. Fortunately, the effort soon paid off: LURPAK saw steadily rising sales in the UK throughout the 1960s, earning the brand an obvious place amongst the Danish brand icons of the 20th century.