Dairy brand Lurpak has partnered with music discovery service Last.fm, to develop an online music tool which will generate and stream recipes that are based on food inspired play-lists.
Developed by Outside Line, the FoodBeats tool, released today (30 April), aims to provide music recommendations which suit the menu being prepared.
Samantha Peel, brand manager for Lurpak, explained: “When Outside Line came to us with the idea of FoodBeats, we instantly knew that it would appeal to our audience and the insight was strong. 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. FoodBeats will hopefully connect with our audience in a fun way when they're doing what they enjoy... cooking to music.”
Peel continued; “The inspiration for FoodBeats came about whilst discussing how contemporary foodies connect with their laptops in the kitchen environment to seek recipe inspiration, tips and advice, whilst listening to their favourite music,” explains Dan Rutherford, Outside Line’s Creative Strategy Director. “We were excited to act on this insight by developing a tool that links the food and music worlds in an innovative, useful way. Ultimately, FoodBeats provides new music and recipe inspiration in one place, further enhancing the modern kitchen environment."
Chris Wistow, commercial director at CBS Interactive Music Group, which operates Last.fm commented; “It’s brilliant to be able to bring music and food together so seamlessly with the launch of Foodbeats by Lurpak. Last.fm’s ability to tailor a bespoke radio station to the type of food being whipped up in the kitchen will give music and food fans the perfect soundtrack. This is also a great example of how Last.fm can enable a brand to deliver a fully integrated and very engaging music campaign.”