Danish butter brand Lurpak recently launched a website called Bake Club. This tool offers baking fans an opportunity to connect online with others who share the same passion. At the same time, it allows Lurpak to connect with its consumers and demonstrate what the brand stands for. In other words, the site allows Lurpak to build brand knowledge, one of the four pillars of brand equity.

Through the Bake Club website, bakers create a group, invite people to join and set up a baking schedule. Members are called to task via an e-mail alert with a date for baking. Members then share, rate and comment on each other’s bakes. Pictures of people's cakes, cookies and pies are displayed both on the website and on Flickr.

If you visit www.lurpak.com, you will see the strong traditional identity of the brand. Since the brand has been around for a century, it should be known by consumers. However, Lurpak may have found it necessary at this point to rejuvenate their brand through the Bake Club initiative so that they do not experience a decline in brand equity.

The Bake Club website may also signal a shift in positioning for Lurpak. Rather than being the classic Danish butter known for its quality and taste, they are now trying to appeal to a younger target audience.

In today’s modern and fast-paced lifestyle, it’s a wonder anyone has time for baking anymore. But hopefully with its new online platform, Lurpak can encourage consumers to bake with their brand of butter.