A package of elements was built up, containing the predictable elements of eye catchers, banners, splash page, sponsored newsletters. The unique and hardworking element was however, the 'ingredient sponsorship'. In every recipe which used butter, the ingredient was referred to as 'Lurpak butter', and a packshot of Lurpak appeared next to the recipe to create visual recognition. The brand was included by name in the site's shopping list. The brand became seamlessly integrated into the content of the site, and benefitted from the implicit endorsement of the site.

The communication was well received by the 'SA Food and Home' readership and the magazine received phonecalls querying where the readers could purchase the product. Whilst difficult to isolate the contribution of this element of the mix, the Lurpak brand has been succesfully established in SA and the desired sales objectives met.