Crushing expectations with Lurpak

Lurpak is smashing expectations of vegan food options with an ad promoting its plant-based version.

“Crush expectations” are 6-second ads, designed to showcase that plant-based food isn’t always light, delicate and lacking in flavour.

Directed by Scott Peters, who teamed up with Arla to create four films for their Lurpak’s digital and social channels.

The spot shows plant-based ingredients being crushed, sliced, chopped and cooked in different ways. It ends with the tagline: “Crush expectations.” 

The ad’s are designed to encourage people to rebel against the clichés of plant-based cooking.

Client: LURPAK