Continuing Lurpak's social media efforts, Wieden + Kennedy, London tapped some foodie bloggers to bake up some recipes using Lurpak butter as an ingredient and ultimately, provide the elements for the brand's outdoor campaign.

Helen Graves of Food Stories , Mary-Rose Agius of Did You Put Garlic and Jeanne Horak of Cooksister created dishes using Lurpak, and images of the final product were ultimately used in outdoor ads. Meanwhile, Lurpak also got some word of mouth love to its targeted audience via the participants' blogs.