Case Study
Lurpak and Amazon Ads cook up a recipe for success during Ramadan
Goals
- Make meal preparation more convenient for families during Ramadan
- Increase awareness and consideration for Lurpak products
Approach
- Launched a full-funnel activation that combined online and offline touchpoints
- Utilized Amazon Fresh branding and turned delivery bags into vibrant, on-the-go advertisements
- Developed a shoppable recipe experience on Amazon Fresh through a custom landing page
Results
- Amazon Fresh orders increased by 45% during the campaign
- New-to-brand shoppers for Lurpak on Amazon Fresh rose by 58%
- Video ads accomplished a 63% completion rate (+70% vs. benchmarks)
During Ramadan, a season of reflection, family gatherings, and shared meals, many shoppers in the United Arab Emirates (UAE) look for ways to make home-cooked dishes a central part of their daily routine. 1 To support this, in 2024, Lurpak, a Danish butter brand, collaborated with Amazon Ads during Ramadan to make homemade meal preparation simpler and more convenient for families. Lurpak launched shoppable recipes on Amazon Fresh, allowing customers to discover new recipes, access a ready-made shopping list, and add ingredients directly to their Amazon shopping cart in just a few clicks. This streamlined approach helped bridge the gap between recipe inspiration and the Iftar table, offering a thoughtful solution to make Ramadan cooking less time consuming and more enjoyable for families.
Lurpak’s full-funnel ads recipe
With convenience as the core theme, the campaign positioned Lurpak as the go-to choice for easy Ramadan meal prep, keeping it top of mind during the lead-up and the first two weeks of the 30-day Ramadan period, when Ramadan shoppers typically stock up on perishables. 2
To achieve this, Lurpak and Amazon Ads launched a full-funnel activation that combined both online and offline touchpoints, increasing brand visibility and engagement. The heart of the campaign was a seamless shoppable recipe experience on Amazon Fresh through a custom landing page. This allowed shoppers to discover new recipes while conveniently adding all necessary ingredients to their cart in just a few clicks. The experience was designed to make meal preparation more accessible, supporting busy families in bringing home-cooked Iftar meals to the table.
Shoppable recipe feature on Lurpak’s custom landing page on Amazon Fresh
Complementing the shoppable recipe feature was an Amazon DSP campaign and strategic display placements, including online video ads. The campaign also leveraged "shoveler" placements on Amazon Fresh, a scrollable product banner at the top of the page that allowed shoppers to swipe through the extensive product range, and choose the product that best suited their needs. This helped drive greater visibility and engaged customers as soon as they entered Lurpak’s page.
“Shoveler" placements on Amazon Fresh allowing shoppers to swipe through the product range
To reach customers directly at their doorsteps, Lurpak utilized Amazon Fresh branding and turned the ordinary delivery bags into vibrant, on-the-go advertisements. Each Amazon Fresh bag reinforced the “Ramadan’s Iftar Deserves Lurpak” message, offering a simple reminder of the brand’s role in making meal prep easier during the holy month. A QR code on each bag led customers to a curated selection of Ramadan recipes on Lurpak’s custom landing page. Scanning the code made it easy for customers to explore new meal ideas, bridging the physical delivery with a delightful online experience and bringing the brand into everyday customer moments.
The final meal of success
The campaign exceeded benchmarks across key performance metrics. The Amazon DSP campaign helped drive engagement and sales online, with 50% of purchases coming from new-to-brand (NTB) shoppers, double the industry benchmark. 3 Video ads within the campaign accomplished a 63% completion rate, achieving 70% higher than benchmarks, demonstrating high viewer interest and engagement. 4
The QR code integration on the branded Amazon Fresh delivery bags saw a 1.4x increase in scan rate compared to their previous campaign. 5 This scan rate underscored the effectiveness of linking physical and digital experiences, as more customers engaged directly with Lurpak’s recipe content through Amazon Fresh bags.
Additionally, the campaign boosted Amazon Fresh activity compared to typical results. There was a 69% increase in detail page views (DPVs) and a 45% increase in orders on Amazon Fresh during the campaign, both notable lifts from the brand’s usual performance. 6 Furthermore, NTB shoppers for Lurpak on Amazon Fresh rose by 58%, reflecting the campaign's success in driving new customers to explore and purchase Lurpak products. 7
1 Amazon x Kantar, Understanding Ramadan Shoppers, MENAT, 2023
2 Amazon Internal Data, UAE and KSA, 2023
3-7 Amazon Internal Data, UAE, 2024