Lurpak’s Bake Club

I’m really enjoying the various incarnations of Weiden + Kennedy’s Lurpak campaign recently.

As well as a few nice TVCs, billboards and some recipe cards, they have created a nice little social thing called Bake Club.

The idea being that you sign up, invite some friends and schedule a time where you can have a bit of a bake-off. Pictures are then uploaded to Flickr. It’s all very nice and simple.

The only thing I wonder about is why they didn’t make it as a Facebook application. I’m sure it would get considerably more attention and may have grown much faster. They could also have targeted ads based on food-related keywords in their profile. Any suggestions on this?

The best thing about the campaign is that they enlisted the help of some food bloggers to create the food used in the photography. They had one of my favourite bloggers (and fellow Peckham-ite) Helen Graves cook up a giant angry-looking chicken & leek pie. No doubt they were inspired by this beautiful and gargantuan pork pie she did at Christmas.