Questions

How does food symbolically connote maleness and femaleness?

How do we use food to create our identities?

We construct our identities through our patterns of consumption.


Lurpak Advertising.

'Pride: you won't find it in a ready meal' campaign.

• Good food deserves Lurpak, real home cooked food by real bloggers. 
• A little imperfect, but delicious nonetheless. Sense of 'realness' opposed to TV cooking perfection.
• Targeted towards men without resorting to sexy females, too much meat, or swearing.

"The home cook, especially the aspiring home cook, needs encouragement — not befuddlement. Show people what actually happens in the kitchen, show people that mistakes are made (“The grand thing about cooking is you can eat your mistakes” — Julia Child), show people that, just as you need not be Rafael Nadal to play tennis, you need not be Gordon Ramsay to cook a decent meal." —Mark Bittman (Article)  

Short 

amp;Keywords=&Order=LATEST&Page=1&Title=Lurpak%20%E2%80%98Pie%E2%80%99%20advert" target="_blank">article on Lurpak's new marketing campaign.



Lurpak: Post work, the bewitching hour.



Lurpak: Healthy doesn't have to taste hum drum.



Shot in a clear with minimal ingredients in each frame. Very interesting camera angles, extreme close ups from unconventional angles like in Guy Ritchie movies. Emphasized dramatic sound effects of food. Manly voice narrating. Not delicately but lively presentation, acknowledging we do not cook like they do on TV shows at home.

Mcdonalds Breakfast.
Nice art direction. Fun and quirky. Especially like the repeated elements eg alarm clocks, stripes, people.

Anchor: Glass Cows, Lightproof milk bottle.