IKEA products often come with a clean-cut manual pamphlet or instruction booklet to guide users on how to install their particular products, making us feel like incredible DIY users at one point. In this 2017 collaboration with Leo Burnett Canada, IKEA works to market their kitchenware line with a cleverly creative campaign while incorporating their usual style of instruction manuals; turning the simple into something tasteful.
With step-by-step instructions and a list of ingredients perfectly illustrated to its exact proportion – much like their manuals with thorough illustrations of the needed objects and the process to the end product – it is almost like a personal cookbook; the only thing an individual needs to do is to add food, roll it up, and bake it. How convenient it is for us inner inspiring chefs or the busy bustling individuals.
The main idea behind this campaign relates back to IKEA’s concept of creating a better everyday life for all, while another part of it was to create a more lively, fun and enjoyable experience in the kitchen. Challenging a new recipe might look scary for some, but with this campaign, it might not seem like a challenge after all.
Work Cited:
Naslau, Sergiu. “Ikea, cook this page campaign.” Wabbaly, 2017. http://www.wabbaly.com/ikea-cook-this-page-campaign/
Amienah Simangoon 