“Our Story” from daily dairy to Diwali dessert

Honour each grain

Food is rarely just about sustenance, and writing about cultural dishes can be a delicate dance.

More than changing “Z” to “S”; localising means choosing “honour” over “master” for heritage products, using familial vocab for recipes and prioritising ingredients our stores stock.

We stepped up to the plate with campaign copyedits; be it cooking tips, YouTube copy or slogan taglines – we’ve made it British for the Danish-Swedish cooperative behind the UK’s largest butter brand.

Like the global Big Mac index, Lurpak products are such a household name in Britain, they have become synonymous with being a marker of inflation!

We’ve carried their brand’s distinctive, award-winning tone of voice across English-speaking borders; from rewriting the company’s 100-year history, to translating seasonal celebratory dishes from North American chips to good ol’ blighty crisps.