Lurpak and Last.Fm launch music selector for cooks

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

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

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

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published