Lurpak relaunches Bake Club online community

Lurpak has relaunched its Bake Club online community through the agency Outside Line, which was recently acquired by Saatchi & Saatchi.

Lurpak: relaunches its online Bake Club offering
Lurpak: relaunches its online Bake Club offering

The site offers the chance for users to share their own food idea by uploading images of their food, and provides a different "food mentor" each month to offer new recipes and tips.

Bake Club’s first mentor is Tim Anderson, the ‘Masterchef’ 2011 winner. At the end of each month, the selected mentor will choose winners from ideas submitted by the community.

Lurpak will also run a series of Bake Club events throughout the year. The first will be hosted by baker Lily Vanilli and be attended by winners of her Bake Club challenge in March.

Dan Rutherford, the creative strategy director at Outside Line, said: "People love to share images of their baking creations, with all their glorious imperfections – whether it be via Instagram or Twitter.

"There’s a certain pride and an undoubted sense of achievement with baking, and that’s what the Lurpak Bake Club empowers and celebrates."

Samantha Peel, the Lurpak brand manager, said: "The new Bake Club site really allows us to tap into the passion around baking – making it easier for good food lovers to share their proud bakes and seek inspiration from like-minded foodies."

The relaunch of Bake Club comes on the back of Lurpak’s current 'Good, Proper Food' campaign created by Wieden & Kennedy London.


Subscribe to Campaign from just £57 per quarter

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


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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published