Owning The Moment: FoodBeats.com by Lurpak®

Every once in a while a great advertising idea is born. It manages to cut through the clutter and gets to the heart of consumers needs, wants and aspirations.

The best advertising ideas and campaigns are the ones that helped brands “own a moment”.

In the past these advertising campaigns were largely confined to TV, radio and/or press.

Great examples of such campaigns include the Hamlets cigar ads of the 80′s (Happiness is a cigar called Hamlet) and the Nesquik ads that helped Nestle own the moment of children starting school (they only grow up once).

Today, many of these ideas are born online and do not require huge investments in time, money or resources.

Owning the Cooking Inspiration Moment

One such idea that recently got my attention was Lurpak‘s partnership with Last Fm to create a tool called FoodBeats.com.

The idea (developed by Outside Line) is simple and extremely useful.  An online tool that will offer you bespoke music lists and food tips depending on what you’re cooking.

The insight:  More and more people are taking their computers to the kitchen when cooking to research cooking tips and listen to music.

The big idea: Lurpak (a butter brand) will use technology to own the cooking inspiration moment by providing cooking tips and recipe-based music inspiration.

Here’s what the site says…

Just like adding a pinch of freshly ground spice or a juicy squeeze of lime, you can bring out the best in your dishes with FoodBeats.

Whether you’re whipping egg whites into a frenzy or searing a sizzling steak, we’ll serve up the perfect playlist to enhance your kitchen experience.

Execution:  FoodBeats.com, a tool that allows users to stream music and provides tips while cooking in the kitchen.

The tool uses scrobbling technology to provide users with recommendations based on what they’re cooking. It helps you discover new music, taking away the hassle and allowing you to focus on your cooking.

The results:  Too early to tell but watch this space…

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Omar Kattan is Chief Strategy Officer at Sandstorm Digital, the MENA region's first specialist content marketing agency headquartered in Dubai. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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