LU

Client
LU
Services
Strategy, Equity
Sector
Food & FMCG
Award
Effie Grand Sustained

The challenge

How can we become a more meaningful brand and sell more biscuits?

How can we increase the meaningfulness of biscuit manufacturer LU for the Belgian consumer?

The task: create a purpose-driven campaign that will drive consumer behavioural change while keeping the LU product at the center of the campaign.

Still from the LU TV commercial: a girl alone on a school bench while classmates walk past

The idea

Starting from the insight that 1 out of 2 in Belgium feels sometimes lonely, we positioned LU biscuits as the perfect conversation starter, to inspire and enable the Belgians to create more meaningful connections and thus creating a more LUving society. For every Koekoekske/Coucouque shared we donate 0,50 euro to CAW.

  1. TV commercial
  2. Social activation
  3. PR
  4. Social & UGC content
  5. Pack- & POS design
LU social post: “Deel jouw Koekoekske met #SharetheLUve”
LU social post: “Partagez votre Coucouque avec #SharetheLUve”
Campaign heart: “Koekoekske Coucouque = een bezoekske met een koekske”
User-generated post of a woman sharing LU biscuits, with comments
LU Koekoekske pack and shelf design in a supermarket aisle
LU #SharetheLUve point-of-sale display columns

Results

  • 3 yrs

    Consecutive growth for the #SharetheLUve campaign

  • +6%

    Meaningful brand score

  • +6.3%

    Sales value growth over the full LU range

  • +350%

    Followers on the LU Instagram page

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