An in-store campaign has been created to launch Lurpak’s new limited edition baking pack.

The campaign, by BD Network, will roll out across the UK to encourage consumers use Lurpak while baking by providing a limited edition baking tin and recipe booklet.

Initially launched in Tesco stores, the campaign will then roll out across Sainsbury’s Morrisons and Asda throughout September and October, , and will be supported by retailer activations, drawing on the brand’s strapline ‘Good food deserves Lurpak’.

The booklet also encourages consumers to become a member of the Lurpak Bake Club and to encourage them to upload their favourite home made creations onto the Bake Club website.

The pack also includes two blocks of 250g Slightly Salted butter and a discount voucher.

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.”