Lurpak has unveiled limited-edition block butter packaging dedicated to three classic home bakes – ‘Scones’, ‘Cookies’ and ‘Brownies’ – designed to inspire seasonal baking during the UK’s peak baking season and supported by Manchester’s Citypress.
The launch supports the brand’s ambition to drive seasonal uplift by creating new usage occasions, and increase trial with younger shoppers who are discovering baking through social media and cultural moments.
The decision to spotlight three bakes was informed by consumer search behaviour. During September and October, ‘Scones’, ‘Cookies’ and ‘Brownies’, rank among the most searched-for baking recipes, making them ideal choices to spark inspiration and relevance at the right time.
Catriona Mantle, Lurpak marketing director at Arla Foods, said: “The launch ladders up to Lurpak’s broader brand platform: being the champion of good food. As the category leader, Lurpak is well placed to drive excitement and momentum – and this seasonal packaging does just that, encouraging bakers of all levels to pick up a pack and bake something simple, joyful and delicious.”
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As part of the wider campaign, Lurpak partnered with Professor Charles Spence, experimental psychologist at the University of Oxford, to conduct ‘The Taste Test’ experiment to explore whether love can truly be tasted. In a live test, volunteers compared two identical bakes – one made by a professional pastry chef, and one made by a loved one – while their emotional and physiological responses were measured via heart-rate sensors, facial-expression analysis and questionnaires. Every volunteer preferred the bake made by someone they love, describing how it “tasted like home” and “brings back all the good memories from my childhood.”
Captured on film and shared across national media, The Taste Test combined science and storytelling to celebrate the emotional connection between home baking and the people we share it with, reinforcing Lurpak’s role in those everyday, feel-good baking moments.
The campaign has also begun shaping online engagement, with searches for “Lurpak Taste Test” surfacing AI summaries of the science-led demonstration and key messages – signalling a positive shift in brand perception and narrative ownership.
Mantle added: “As we introduce our limited-edition Lurpak block butter packs inspired by classic home bakes, we’re championing the joy that comes from baking for someone you love. The Taste Test brings to life what many of us already feel – that familiar, love-filled bakes simply taste better. When good food deserves Lurpak, you can taste it in every bite, and when you bake for someone you love, you’re creating more than food – you’re making memories.”
Ruth Lee, senior director at Citypress, said: “When iconic brand Lurpak came to us to celebrate their new baking-themed packaging, we decided to put the adage that ‘love is the secret ingredient in baking’ to the literal test. When food hits this big emotionally, it deserves the best ingredients – which is of course where Lurpak enters the chat. Bringing this earned-first campaign to life across media and social, with credible scientific backing, has been the cherry on top of a brilliant partnership.”
The launch was also supported by paid social, YouTube, TikTok content creators and PR, targeted towards Lurpak’s food lover audience. Creative assets from Lurpak’s “Bake Up Wonders” platform are being used to encourage consumers to bake and to make the most of the new packs. There is also in-store shopper activity planned to build momentum of the seasonal activity and helping shoppers discover the limited-edition packs at shelf.
