lifestyle • 22 Jun, 2017
IKEA Does DIY Dinners With Innovative Cooking Sheets
Toronto based ad agency releases video of popular campaign
Well-known Swedish homewares retailer IKEA has brought its easy assemble furniture concept to food, creating a range of DIY cooking sheets in collaboration with a Canadian advertising agency.
Working with Toronto-based advertising firm Leo Burnett, IKEA created four different illustrated recipe sheets for promotional in-store events in Canada last October. They proved so popular that Burnett has this year entered the idea into the Cannes Contenders advertising competition.
Entitled ‘Cook This Page’, the sheets mimic IKEA’s famous easy assemble furniture instruction sheets and use food safe ink printed on parchment baking paper to show users how to cook a salmon, prawn, pasta and dessert dish respectively.
Hapless chefs need only follow the step-by-step instructions on each recipe sheet, filling in the blanks with the stated ingredients, then roll up the paper and chuck it in the oven. After the stated cooking time, a fresh, flat pack meal appears.
The sheets were rolled out in 18 locations across Canada as a one off promotion, however the concept has seemingly taken the world by storm, with pictures and videos of the sheets picked up by news outlets across the globe.
See below for Burnett’s promotional video:
Words by Cici Tran, Rebecca Jones