IKEA Cook this page
IKEA Canada
Issue 43 | June 2017
Agency
Leo Burnett Toronto
Creative Team
Chief Creative Officer Judy John Creative Director Lisa Greenberg Group Creative Directors: Anthony Chelvanathan, Steve Persico Copywriter Steve Persico Art Director Anthony Chelvanathan Designer/Illustrator Anthony Chelvanathan Senior Graphic Artist Robin Osmond
Production Team
Agency Producers Franca Piacente, Alexandra Postans Print Producers Gord Cathmoir, Anne Peck, Carly Price Photographers Arash Moallemi, Fuze Reps Printing Company Trade Graphics By Design Inc., Papertex Inc.
Other Credits
Group Account Director Allison Litzinger Account Director Emily Robinson Account Supervisor Rebecca Simon Chief Strategy Officer Brent Nelsen VP, Group Planning Director Tahir Ahmad
Date
February 2017
Background
When it came to cooking dinner, most people found new foods and recipes to be intimidating. IKEA wanted to show Canadians that getting creative in the kitchen could be deliciously simple.
Idea
The 'Cook This Page Parchment Paper Recipe Series' was a series of four recipes that were printed on parchment cooking paper.
People filled in the blanks with the ingredients, rolled it all up, cooked it and ate it. The blanks were precisely measured, helping people determine how much sauce or salt or chive to add. The recipes incorporated IKEA food items and the books were available in the food section of IKEA Stores.
Results
It transpired that many Canadians had an appetite for change, they just lacked the inspiration and know-how to make it happen. Each and every one of the 12,500 parchment recipe papers available in 18 locations across the country were snatched up within hours by Canadians hungry to break out of their dinner routine and try something new.
Our Thoughts
One of the things the digital revolution has given the advertising industry is an appetite for innovation that goes beyond apps and platforms. Ideas like this, for instance. Completely and gloriously analogue but all the same tecchy principles would have applied. Someone thought it up, then prototyped it, improved it, tested which recipes worked best in parchment bags, then almost certainly presented it to the client on a plate rather than in Powerpoint.
What a genius way to remind visitors to the stores that IKEA does a lot more than sell shelving.
One of just a dozen shoo-ins for this issue. No debate, no caveats, just yes, yes, yes. I hope the Cannes jurors are as positive as we were.