The latest stage of Lurpak's Joy of Creation campaign hit TV screens this week, promoting the brand as a cake ingredient.

The 'cake' creative follows 'pie' which launched in January. The campaign continues to target gourmet foodies and features a woman baking at home, getting messy along the way, with the cake coming out of the oven misshapen.

"This will ensure Lurpak is top of mind for these consumers when it comes to creating great tasting food," said brand manager Charlotte Buswell.

Lurpak has annual UK sales of £223m [Nielsen 52w/e 20 March 2010].