Lurpak wanted to position itself as the champion of good food that inspires cooking. The campaign aimed to move people from passively consuming food content online to actively cooking. To disruptively promote this message, Lurpak turned large outdoor advertising displays ("mupis") into interactive cooking stations, with a person offering samples of freshly made food using Lurpak to passersby. This creative solution cut through the advertising clutter in malls and engaged people in an unexpected way, achieving an overwhelming positive response.