Lurpak
Joy of creation

Good cooking makes you feel good. It doesn't have to be perfect. Spillages will happen, crusts will crack, but your wonky, bumpy creation is glorious, because you made it.

We wanted to celebrate food made by real cooks, not the super-perfect, airbrushed food you see in advertising all too often, so we enlisted the help of passionate food bloggers, who devised the recipes and cooked on set.

Once the posters were out in the real world pie enthusiasts started spotting them, and tweeting the locations of the pie poster across Britain. #piewatch