The battle drums thump as the nameless cook in this Lurpak Butter commercial charges through his cooking routine in a dark kitchen.
Lurpak Butter is a Danish product, but this commercial has no geographic boundaries. It draws on a very masculine concept of food, which is reinforced by sharp closeups of the ingredients and a deep voiced narrator.
"Mankind wasn't built on just baby leaf salad," says the narrator in a sinister tone. "Stomachs full, we marched forward on meals forged with our own two hands."
This is just one example of the narrators tone, which often makes reference to war. This is an interesting concept because it totally shifts the connotation of both cooking and butter.
Why This Trend Is Growing
- Masculine Food Marketing
- Opportunity for brands to appeal to male consumers by using masculine concepts in food advertisements.
- Narrative-driven Advertising
- Brands can engage consumers by creating commercials that tell a compelling story with a captivating narrator.
- Reimagining Food Connotations
- Innovative brands can disrupt traditional perceptions of food by associating it with unexpected concepts, like war.
Industries Being Reshaped
- Food and Beverage
- Food and beverage companies can leverage masculine marketing strategies to target male consumers and stand out in a competitive market.
- Advertising and Marketing
- There's an opportunity for advertising and marketing agencies to develop narrative-driven campaigns that captivate audiences and leave a lasting impression.
- Food Packaging and Branding
- Design teams can play with food connotations and create packaging that disrupts traditional perceptions, appealing to consumers looking for innovative and unconventional products.
