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British consumers complained that  regular Lurpak wasn’t spreadable enough to fit their busy lifestyle and they needed a smoother butter that didn’t tear their precious morning bread.

Enter Lurpak Softest, the smoothest most spreadabable Lurpak butter in the market. 
This spot, directed by Kim Gehrig launches Softest in the UK and follows a protagonist seamlessly getting ready for work whilst preparing a breakfast in a rush - all without compromising on taste. 

The work got featured on It’s Nice That and also grabbed a few metals at Clio, Arrows and Campaign Big Award.

Lurpak Softest from Mico on Vimeo.