You probably have that one friend who visits IKEA just for their Swedish meatballs, but now the furniture giant is showing how creative you can get with those meatballs at home. They just rolled out the IKEA Easy Recipe Series cookbook in Canadian stores, which makes dinner easier to cook with parchment paper pages that resemble a paint-by-numbers sketch – and they do much of the hard work for you.
IKEA has made well-designed furniture more accessible, and now it seems they’re working to make food more accessible too. They got a little help from the Leo Burnett Toronto advertising agency to come up with the Cook This Page campaign. All users have to do is fill in the pictures of food on the parchment cooking pages, put it in the oven, and pull out a dinner that assembles far easier than an IKEA bed frame or bookcase.
IKEA’s cookbook pages don’t simply come with a list of ingredients. The pages have spaces on which to place the food, drawn with food-safe ink in the approximate sizes of the precise amounts of items like one minced garlic clove or one eighth of a teaspoon of black pepper. Users place ingredients on the pages and roll them up to cook.
The pages recently popped up in Canadian stores during the IKEA Kitchen Event. People could see exactly what food and kitchen equipment they’d need, and shop for the items at the store before taking the pages home to bake homemade meals.
According to a video on the campaign, IKEA realized some folks are intimidated by new food and recipes, and “wanted to show people that getting creative can be deliciously simple.” Leo Burnett won two Gold and two Bronze Cannes Lions at this year’s festival for their work on the campaign.
Via Fast Co.Design