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Lurpak to Asia with Danish football stars

Press Release   •   Jan 31, 2003 14:26 CET

In addition to tickets for the Danish soccer team’s games, Hong Kong consumers can win Lurpak t-shirts identical to those worn by the players during training sessions.

Soccer stars touring Asia promote Lurpak butter
Denmark’s national league team (which consists of players from the domestic league) is currently playing a series of friendly matches in the Far East. On Tuesday, the team beat Thailand 1-0 in Bangkok before setting off for two games in Hong Kong. The team is sponsored by Arla Foods and carries the Arla logo on their training gear.

The first Hong Kong game is scheduled for Saturday and Sales Manager Lars Møller Henriksen from Arla Foods’ regional sales office in Malaysia expects considerable interest in the games, especially due to last summer’s World Cup in Japan and Korea. “An added advantage is the fact that the game is played during the Chinese new year, when most people in Hong Kong take a day off,” he said.

With 300 tons Lurpak sold in Hong Kong every year, the former British crown colony is Lurpak’s largest market in Asia. Alongside the visit by the Danish players Arla Foods is running a substantial promotion including newspaper advertisements, store promotions, consumer competitions and events for retail customers.

The world-renowed Lurpak butter brand has been sold in Hong Kong for more than 30 years.