Lurpak's Bake Club website has been relaunched by Outside Line, with plans to fan the flames of the nation’s baking obsession.
The site will each month feature a ‘foodie figurehead’ setting a challenge for the users, with the Bake Club’s first figurehead being 2011 Masterchef winner Tim Anderson, with March to be covered by Lily Vanilli.
These mentors will provide an inspirational recipe, with food lovers then being asked to send in their own creation for the chance to win prizes.
Samantha Peel, 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 site by Outside Line, which was acquired by Saatchi & Saatchi London at the end of last year, allows users to share their food photos via mobile, social sites and desktop.
Dan Rutherford, creative strategy director at Outside Line, said: “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.”