IKEA: Cook This Page [image] 4

Credits & Description:

Title: Ikea: Cook This Page
Agency: Leo Burnett Toronto
Brand: Ikea Canada
Country: Canada
Entrant Company: Leo Burnett Toronto
Advertising Agency: Leo Burnett Toronto
Production Company: Trade Graphics By Design Inc., Concord / Grayson Matthews, Toronto / Printed By Somerset, Mississauga / Papertec Inc., Garfield
Chief Creative Officer: Judy John (Leo Burnett, Toronto)
Creative Director: Lisa Greenberg (Leo Burnett, Toronto)
Copywriter: Steve Persico (Leo Burnett, Toronto)
Art Director: Anthony Chelvanathan (Leo Burnett, Toronto)
Senior Vice President, Director Of Production Services: Franca Piacente (Leo Burnett, Toronto)
Chief Strategy Officer: Brent Nelsen (Leo Burnett, Toronto)
Vice President, Group Planning Director: Tahir Ahmad (Leo Burnett, Toronto)
Senior Graphic Artist: Robin Osmond (Leo Burnett, Toronto)
Agency Producer: Alexandra Postans (Leo Burnett, Toronto)
Print Producer: Gord Cathmoir (Leo Burnett, Toronto)
Print Producer: Anne Peck (Leo Burnett, Toronto)
Print Producer: Carly Price (Leo Burnett, Toronto)
Group Account Director: Allison Litzinger (Leo Burnett, Toronto)
Account Director: Emily Robinson (Leo Burnett, Toronto)
Account Supervisor: Rebecca Simon (Leo Burnett, Toronto)
Photographer: Arash Moallemi (Fuze Reps)
Videographer: Jonathan Lajoie (Freelance)
Editor: David Nakata (Leo Burnett, Toronto)
Relevancy:
The campaign used a non-traditional multi-dimensional mailing. It was sent to IKEA store managers giving them a taste of an event they would be setting up at their store. In the mailing was the “IKEA Cook This Page Recipe Series” and a pan.
Strategy:
IKEA wants to better the everyday for the many people. This year, they put a focus on life in the kitchen and people’s relationship with cooking. The insight this piece is built off, is that people are hesitant to try new things in the kitchen. So, showing them it could be simple, easy and delicious was key.
Execution:
Turns out 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 1
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. From Richmond, BC, to Boucherville, QC, people were getting creative and making deliciously simple meals with a little help from IKEA.
Synopsis:
When it comes to cooking dinner, most people find new foods and recipes to be intimidating. IKEA wanted to show people that getting creative in the kitchen can be deliciously simple. In addition, IKEA wanted to highlight that they have all the raw foods and utensils needed. IKEA wanted to get store managers on board and encourage them to create a store event that would bring this theme to life.
Outcome:
All IKEA managers decided to host the event in their store. And, when customers showed up, it turns out 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 1
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. From Richmond, BC, to Boucherville, QC, people were getting creative and making deliciously simple meals with a little help from IKEA.
Campaign Description:
IKEA created: “The Cook This Page Parchment Paper Recipe Series.” The recipes are printed on parchment cooking paper. People fill in the blanks, roll it, cook it and eat! The ingredient blanks were measured, helping people determine how much sauce or salt or chive to add. The recipes incorporated IKEA food items. Illustrations were inspired by the food. The books were available in the food section of IKEA Stores. Prior to the books appearing in stores, they were mailed to IKEA store managers along with a pan. The goal was to introduce managers to the event they would be setting up.