Copy, Form & Pancakes

Spotted a great campaign for Lurpak butter by w+k. I love the way the copy creates/plays with form. The content is really engaging, like someone is talking directly to you about something very important - breakfast. Breakfast is a long, protracted, leisurely morning meal, which signifies the weekend - time that truly is your own (a cause for celebration!) and the weekly ritual (using Lurpak) because Saturday is Breakfast Day).