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Back in 2008 we wrote about MakeTheTea.com, a online tool created by dairy brand Cravendale to facilitate the tea-making process among groups. Now, Danish butter brand Lurpak is similarly encouraging online conversation about their brand via a new website called Bake Club. Targetting consumers in the UK, Bake Club is an interactive baking club that allows amateur bakers to connect and have bake-offs. 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. Blending one part viral marketing, one part life hack, one part social network and a generous dollop of the most vital ingredient — consumers — Lurpak obviously hopes to build name recognition and sell more butter. With tea-making and baking covered, will we see other brands join the club? Spotted by: Ant Cauchi