Buying a 250 gram pack or tub of Lurpak could win British consumers thousands of pounds. All they have to do is to look at the bottom of an empty tub of Lurpak Spreadable or scratch the back of the foil wrapping on a pack of Lurpak to see whether they have won one of the 40 cash prizes ranging from £500 to £25,000. The total amount of prize money is £100,000.
The competition is organised by Arla Foods UK Division to celebrate Lurpak’s arrival in the UK one hundred years ago when butter was shipped from Esbjerg in large barrels to local merchants who resold it in slices. In 1957, Lurpak acquired its now familiar silver packaging which carried the lur mark and in 1997, Lurpak Spreadable was launched in the UK market. Today, 2.5 million packs of Lurpak are sold every week.
Total sales of Lurpak and Lurpak Spreadable are currently running at £100 million.