Arla-owned butter brand Lurpak boasts an energetic metal-inspired campaign to promote its new plant-based alternative to butter.

Created with Wieden + Kennedy and directed by Rogue Films’ Scott Lyon, ‘Crush Expectations’ shows a guitar-jamming protagonist chopping, smashing, scorching and blitzing garlic in a move away from the bland clichés of plant-based cooking.

The film will first run in the UK and Denmark across TV, online and social, with plans to launch in other markets shortly afterwards.

“When we announced our new launch, we knew we would surprise consumers with how tasty a plant-based product could be,” said Lurpak brand manager Mia Lund Moeller.

“While most marketing in the plant-based category leans towards a natural, calm approach, we treated promoting our product exactly how Lurpak would treat any piece of communication.”

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“This time, we infused our message with an energy that reflected the boldness of our new Lurpak Plant-Based and our ongoing commitment to giving people great-tasting options,” she continued.

Wieden + Kennedy creative directors Joe de Souza and Juan Sevilla said they were “proud to have provided a fresh take on plant-based with Lurpak.

“It’s always challenging to do something different and interesting, but smashing vegetables and listening to heavy metal was, to be honest, surprisingly fun and therapeutic.”