Danish luxury liquorice producer, Lakrid’s by Bülow will be handing out samples to the whole world to get us to love their liquorice
Using the strapline “we make the world love liquorice”, their vision is to spread the love for liquorice around the globe. Not only the sweet kind, not only the salty one but the whole spectrum of flavours that can be achieved when using liquorice as a spice.
Born into a family of entrepreneurial spirits, Johan Bülow always knew, that he wanted to create something special. He threw his passion and attention into liquorice – a Scandinavian favourite that he felt was underappreciated and deserved to be taken seriously. He put in the hours and learned the craft the hard way, and by 2007 he was ready to cook, roll and cut his very first product.
Over the last few years, their growth has very much been focused on export and they now have 2000 retailers in 25 countries and export accounts for two-thirds of the company’s 256 million DKR (£29M/€24M/40MUS$) turnover – so this new campaign is designed to help the whole world to love liquorice – one at a time, as they say! (On a personal note their liquorice and chocolate mix is divine, but then I am a Dane!)
So, their campaign encourages their liquorice-loving customers to get one piece for free and then
give that to some who has never tased gourmet-liquorice.
Marketing Director, Sarah Maria Carl says,
“It may be a mad ambition to get the whole world to love our liquorice, but we hope they will be able to taste the love and endeavour we put into making it, and then fall in love!”