Cook This Page
Leo Burnett, Toronto
BronzeBest Experiential Engagement
Ikea’s mission is to make people’s everyday lives better. Based on growth and competitive pressure in the category, this year, the brand focused on the kitchen and people’s relationship with cooking.
The core target for the campaign struggled when it came to cooking dinner. They found getting creative with food to be complicated and intimidating and therefore hesitated to follow new recipes or to use new ingredients. So, Ikea wanted to make it simple.
With this campaign, the brand reinvented the recipe and how people cook with the cook this page parchment recipe series.
The recipes were printed on cooking paper. People filled in the blanks, rolled it, cooked it and ate! The ingredient blanks were measured, helping people determine how much sauce or salt or chive to add. The recipes were illustrations resembling the foods and measurements and incorporated Ikea food products and kitchen tools. The booklets were available in the food section of Canadian stores. All 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.
The campaign generated a tremendous return on a modest $40,000.00 investment. Over 306MM impressions were earned in over 25 international publications and blogs that featured “Cook This Page,” generating an earned media value of over $3MM.
Agency: Leo Burnett, Toronto
CCO: Judy John
CD: Lisa Greenberg
Group Creative Directoe: Anthony Chelvanathan, Steve Persico
Copywriter: Steve Persico
Ad: Anthony Chelvanathan
Designer: Anthony Chelvanathan
Illustrator: Anthony Chelvanathan
Senior Graphic Artist: Robin Osmond
Executive Producer: Franca Piacente
Agency Producer: Alexandra Postans
Print Producer: Gord Cathmoir, Anne Peck, Carly Price
Group Account Director: Allison Litzinger
Account Supervisor: Rebecca Simon
CSO: Brent Nelsen
VP, Group Planning Director: Tahir Ahmad
Photographer: Arash Moallemi, Fuze Reps
Food Stylist: Matthew Kimura
Videographer: Jonathan Lajoie
Editor: David Nakata
Music House: Grayson Matthews
Printing Company:Trade Graphics By Design Inc., Papertec Inc