Lurpak and Last.Fm launch music selector for cooks

By Sarah Shearman, marketingmagazine.co.uk, Monday, 30 April 2012 08:05AM

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

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

This article was first published on marketingmagazine.co.uk