Douglas the Butterman, the legendary character from Lurpak’s UK TV commercials, has become a collector’s item for British families who have been queuing up to buy egg-cups carrying Douglas’ image. Within three weeks in September, 250,000 packs with Douglas ceramic egg cups were snapped up.
The campaign is the third of its kind. In a similar campaign three years ago, a total of 800,000 Douglas butter dishes were sold within a month followed by 750,000 Douglas toast racks the following year.
"Douglas merchandise has proved extremely popular,” explains Lurpak Brand Manager, Mandeep Kang, from the UK Division. ”We’ve even come across consumers buying them from each other for double the supermarket price.”
During the promotions, Douglas merchandise is sold along with two packs of Lurpak butter. While the first two campaigns generated marked increases in sales, the outcome of the current campaign is too early to predict. British consumers, however, can look forward to adding more Douglas items to their collections as a further campaign has been scheduled for Easter 2003.
Arla Foods’ annual sales of Lurpak total 36,000 tonnes which makes Lurpak the market leader in the butter/spread segment.