Lurpak and Last.Fm launch music selector for cooks

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Lurpak: 2011 'lightest' TV campaign
Lurpak: 2011 'lightest' TV campaign

Lurpak, the Arla-owned butter brand, has partnered with Last.Fm to create the Foodbeats tool, which recommends music to listen to while cooking.

The Foodbeats tool by digital agency Outside Line launches today (30 April). It uses Last.Fm's music discovery "scrobbling" technology, to create a personalised music playlist via a standalone site.

The service is being promoted on Twitter, Facebook and blogger outreach.

Samantha Peel, brand manager at Lurpak, said: "More and more people are passionate about food and cooking. In a modern kitchen people are not only cooking, they're online searching for recipes, tips and listening to their favourite music."

The initiative launches shortly after Lurpak rolled out a £10m campaign to support its new Lightest Spreadable product, which aligns itself with healthy eating.

As part of this activity, it recently struck a year long partnership with The Observer Food Monthly, in a deal brokered by Carat.

Follow Sarah Shearman on Twitter @Shearmans

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