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FoodBeats, the online music tool we launched for Lurpak® in partnership with Last.fm, has just been awarded Silver at The Lovie Awards in the Food and Beverage category.

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.

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.

It’s not every day an account we’re working on gets voted one of the top 100 social brands in the country. Actually, make that one of the top 20 social brands in the country. Oh, and make that two accounts we’re working on…

Yup, according to top social agency Headstream – who published their second annual roundup of the UK’s most socially effective brands this morning – both Lurpak and Cravendale have exploded into the top 20, beating off such giants as Ford, Marmite, Google and last year’s no.1, Dell.

What’s more, this represents two out of only five FMCG brands in the top 25 results, with no other dairy brands even breaking the top 100! Needless to say, we’re very proud.

The Social Brands 100 list was drawn from an initial crowdsourced pool of 300 nominated brands, with the final results calculated using a combined ‘data score’ from social media monitoring firm Brandwatch and a ‘panel score’ from a panel of top industry judges. This panel included Twitter’s UK head of sales Bruce Daisley, and judged each brand in a number of key areas such as their success in creating a credible community and their prioritizing of fans’ needs over the brand’s own.

A huge thank you goes out to all our staff working across these two accounts and everyone else who helps make Outside Line one of the top social agencies out there.

Next year we’re aiming even higher, with even more of our brands in the top spots. Make sure you come and join us…

Yesterday, we launched ‘FoodBeats‘, an online music tool for Lurpak® in partnership with Last.fm. And what better way to celebrate than use the tool just how we intended – by creating some culinary delights and listening to some tunes!

As we’re not fortunate enough to have an oven (microwaves really don’t count), we bought in a variety of ingredients, and challenged the office to make the perfect sandwich.

What did we learn from the experience? Well, it’s pretty difficult to prevent a free-for-all when you’ve got 60+ people trying to make themselves a sandwich. But most of all, FoodBeats really is great for providing the soundtrack to your cooking (or sandwich making) experience. Thanks to Last.fm, some pretty awesome tunes came up on the playlist. No more butter-covered fingers all over the laptop keys as you search for a track!

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.

Late news that you may have come across already – earlier this month, after a pitch process filled with many a late night, we were informed that we’d won the digital account for the UK’s biggest dairy brand Lurpak.

We’re well chuffed with this, and can’t wait to get cracking, bringing Lurpak into the social media sphere and coming up with some killer digital ideas for the kings of butter.

The rumours going round are that it was the “Your Team” slide, which featured us all cooking breakfast on a Saturday morning, that pushed us over the edge. Although this may be someone just spreading it a bit thick …