Lurpak re-launches Bake Club, inspiring food lovers to share their kitchen triumphs

Lurpak has today (15 Feb) re-launched its popular Bake Club, the online community for those who love to bake. The site, created by Outside Line (now acquired by Saatchi & Saatchi London), gives users the ability to share the passion, craft, and creat

The new site features a different foodie figurehead each month who will set a challenge for the Lurpak Bake Club community. These mentors will provide an inspirational recipe, along with top tips and twists. It’s then over to the good food lovers to submit their own creation to Bake Club for the chance to win a delicious prize.

Prizes vary each month– ranging from designer kitchenware and foodie experiences to expert master classes. At the end of each month the foodie figurehead will select their winners. Bake Club’s first figurehead is Tim Anderson (2011 Masterchef winner), and March is baking extraordinaire Lily Vanilli.

Taking part is a piece of cake – bakers can enter by simply adding #bakeclub to an image being shared on Instagram or Twitter; or log in to the site to keep track of their bakes, rate others and compete to earn virtual badges and rewards. Badges range from the ‘Oven Warmer’, earned for sharing the first bake to the coveted ‘Superstar Baker’ awarded for winning three challenges.

Lurpak will also be running a series of Bake Club events through the year. The first exclusive event will be a baking workshop hosted by Lily Vanilli and attended by the lucky winners of Lily’s Bake Club challenge in March.

Dan Rutherford, Creative Strategy Director, Outside Line says:  The new Lurpak Bake Club recognises that modern day cooking is an expressive passion. 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, Lurpak Brand Manager, says:  “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.”

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