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Lurpak in family baking drive

Integrated agency BD Network and Lurpak have created an in-store campaign to support the launch of the butter brand’s limited edition baking pack.

Going live across major retailers across the UK, the campaign aims to encourage consumers to bake with Lurpak by providing a limited edition baking tin and recipe booklet.

As part of Lurpak's campaign to celebrate the joy of creation, the pack provides the tools required to bake for all of the family.

The campaign has launched in Tesco stores and will be rolled out across Sainsbury’s, Morrisons and Asda throughout September and October.

Drawing on the brand’s strapline ‘Good food deserves Lurpak’, the campaign will be supported by retailer activations.

BD Network worked with a home economist to compile the recipes for the 12 page booklet which also encourages consumers to become a member of the brand’s Bake Club, and to upload their favourite home made creations onto the Bake Club website.

In addition to the Lurpak branded baking tin and the recipe booklet, the pack also includes two blocks of 250g Slightly Salted butter and a money-off coupon.

Charlotte Buswell, Brand Manager, Lurpak, said: “The pack offers a compelling and premium incentive to buy. The store activation we have developed with BD Network complements our ethos and positioning perfectly.”

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