Live sample coverage from TikTok · UK & Middle East · butter · August 5, 2026
Arla · Lurpak. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
Arla's flagship butter owns the 'secret ingredient' cooking feed across the UK and the Middle East, plus a viral butter-mukbang debate. A Malai Boti recipe from @saymesemi23 hit 4.7M views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Lurpak conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Lurpak right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Lurpak conversation.
Official channels stay quiet; creators make Lurpak the secret ingredient in recipes and mukbangs.
Owned vs. UGC reach · last 30 days
~10%vs~90%
Lurpak-owned share · UGC share of Lurpak TikTok reach (30d)
Lurpak's own channels post lightly. UK and Middle East home cooks, chefs and mukbang creators drive nearly all of the reach, crediting Lurpak Soft as the richness secret and debating its premium identity.
Top 6 creators · last 7 days
The house codes
The secret ingredient, the butter mukbang, premium status, new flavors, blend criticism, butter-ball backlash. Tracked.
How the Lurpak conversation moves on social, plus the signal Arla can act on.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.