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5-FEB-2025 | Lurpak Butter’s Ode to Eggs

Author

Dan Bogachek
February 05, 2025

Lurpak Butter’s Ode to Eggs

Yum, breakfast.

When was the last time you thought that?

A proper breakfast, not a multi-pack multi-seed bar you eat on the way to the station. And that got us thinking, Aren’t eggs the very best food in the world? Seriously, don’t they win that award on their shape alone? Eggs for breakfast then. Omelette or poached? Softly scrambled or fried? Or the simplest and best of all, boiled to a miracle in 4 minutes. Then, as if to emphasize the specialness of the moment, placed in its very own cup. The top sliced, add a generous sprinkle of sea salt and cracked black pepper. Even the most hardcore egg purists agree. Finally, soldiers of oven warm crusty white or toasted granary. Finished with a scrape of the best butter you can think of.

It’s time for eggs.

It’s Saturday, breakfast day. 🏁

An ad about butter that isn’t about butter. Beautiful.
Feels like you and a friend fantasizing out loud, maybe late at night at a diner.

  • A bit of knife-twisting. “When was the last time you thought that? A proper breakfast, not a multi-pack multi-seed bar you eat on the way to the station.”

  • Repetition in the chain of questions.

  • Implicit seed planted. “Finished with a scrape of the best butter you can think of.” → “Well actually, that butter you just imagined? Yeah Lurpak is that good, it’s the butter you should have thought of 😉”

  • An implied why throughout: “breakfast is awesome, and we’re here to be good stewards of breakfast.”

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].