We’re pleased to announce the launch of ‘FoodBeats‘, an online music tool for Lurpak® in partnership with Last.fm, generating and streaming recipe-based playlists for food lovers.
FoodBeats uses Last.fm’s unique scrobbling technology to provide users with music recommendations to fit with what they’re cooking up in the kitchen.
Dan Rutherford, our Creative Strategy Director, explains: “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. 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.”
By partnering with Last.fm, Lurpak® will deliver food fans with specially selected songs to provide the perfect soundtrack to their cooking. So, for example, anyone cooking sausage and mash might be served up a playlist of 90’s Britpop.
We also partnered with recipe network, Foodily, to further enhance the campaign’s foodie credentials by suggesting recipes for complementary dishes and serving up connoisseur tips like adding a touch of chocolate to a chilli con carne.