A more visual recipe experience




It’s a time-honored sales tactic to move food and kitchenware off the shelves: give consumers recipes that use the products.

For an in-store promotion in Canada, IKEA transformed this old tactic to an entirely new experience. Recipes were printed with food-safe ink onto poster-sized cooking parchment with actual-size drawings illustrating ingredients and quantities. Following step-by-step instructions, customers placed the prepped ingredients onto the actual food pictures, rolled up the parchment and baked the entire package. Much like their simple, visually based (in)famous furniture instructions, but, you know, only easier and followed by less cursing. 

The IKEA “Cook This Page” campaign presented a fun, simple, surprising and delicious cooking experience, answering the age-old question, “What’s for dinner tonight?” Judging by the fact customers snatched up all 12,500 posters within hours as they purchased IKEA kitchenware and food, this creative use of print was wildly successful. And the Grand Prix Award it earned at the Clios was just icing on the (IKEA Princess) cake.

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