Douglas the Butterman’s strong hold on UK consumers continues. In a major Lurpak promotion campaign, the legendary figure has now enticed Britons to buy 800,000 campaign packs comprising two packs of Lurpak and a "Douglas the Butterman" china toast rack. One in 20 British households has now acquired a toast rack which matches the Douglas butter dish which was a runaway success last year.
The current drive is UK’s largest within butter/spreadables in 2000. A significant number of UK consumers with little previous knowledge of Lurpak are now believed to be familiar with the Danish world championship butter.