Lurpak has created a £10m national marketing campaign with Wieden + Kennedy London to promote the launch of its new Lightest Spreadable product.

The marketing campaign, which will span TV, press, OOH, digital, in-store and experiential, promotes the colour and range of foods that the Lurpak spread can be used with, instead of focussing on its health qualities.

Simon Stevens, Senior Vice President for Arla Foods, said: ‘‘Lurpak Lightest is our biggest product launch for 10 years, and our 2012 campaign reflects that. Building on the voice we have established for the Lurpak brand, we’re showing people that healthy food doesn’t have to mean boring food”.

The TV ad, directed by Dougal Wilson at Blink, will air from Sunday 15 and moves through colour ranges, beginning with green.

Lurpak’s print campaign follows the rainbow theme, comprising of more than 60 types of fresh produce in a picture that took three days to complete.

Dan Norris and Ray Shaughnessy, creative directors at W+K, said: “It was an interesting challenge to do something new and different in the world of healthy food. With the Lurpak Lightest launch we've tried to inject fun and, importantly, deliciousness into what can be a boring and worthy place.”

The 48-sheet OOH campaign, planned by Carat, will go live across the nation on 23 January, appearing across premium sites such as the Imax, Clapham Colossus and Battersea 7 in London.