IKEA: Cook This Page|海报/平面|广告营销案例【ADGuider广告指南】

宜家: 烹饪这一页

案例简介：活动描述宜家创造了: “厨师这一页羊皮纸食谱系列。“ 食谱印在羊皮纸烹饪纸上。人们填空，滚，煮，吃!配料空白被测量，帮助人们确定要添加多少酱、盐或韭菜。食谱结合了宜家食品。插图的灵感来自食物。这些书可以在宜家商店的食品区买到。概要说到烹饪晚餐，大多数人发现新的食物和食谱令人生畏。宜家想向人们展示，在厨房里获得创意可能非常简单。此外，宜家想强调的是，他们拥有所需的所有生食和用具。加拿大总共印刷了 12,500 本食谱，并在所有 18 家宜家商店分发。战略宜家想让许多人的日常生活变得更好。今年，他们把重点放在厨房的生活和人们与烹饪的关系上。这件作品建立的洞察力是，人们对在厨房里尝试新事物犹豫不决。所以，向他们展示它可能是简单、容易和美味的关键。为了让这场运动栩栩如生，我们转向了人们熟悉的东西 -- 烹饪书 -- 但把它们变成了更多的东西。结果事实证明，许多加拿大人渴望变革，他们只是缺乏实现变革的灵感和诀窍。在全国 18 个地方可以买到的 12,500 份羊皮纸食谱中的每一份都在几个小时内被渴望打破晚餐常规并尝试新事物的加拿大人抢走。从不列颠哥伦比亚省里士满到 QC 的 Boucherville，人们在宜家的帮助下变得富有创意，制作美味简单的饭菜。执行食谱用 FDA 批准的可食用墨水印在羊皮纸上。每本书都有四种食谱，并密封以防止污染。加拿大总共印刷了 12,500 本食谱，并在所有 18 家宜家商店分发。配料空白被测量，帮助人们确定要添加多少酱、盐或韭菜。食谱结合了宜家食品。插图的灵感来自食物。这些书可以在宜家商店的食品区买到。

宜家: 烹饪这一页

案例简介：CampaignDescription IKEA created: “The Cook This Page Parchment Paper Recipe Series.” The recipes are printed on parchment cooking paper. People fill in the blanks, roll it, cook it and eat! The ingredient blanks were measured, helping people determine how much sauce or salt or chive to add. The recipes incorporated IKEA food items. Illustrations were inspired by the food. The books were available in the food section of IKEA Stores. Synopsis When it comes to cooking dinner, most people find new foods and recipes to be intimidating. IKEA wanted to show people that getting creative in the kitchen can be deliciously simple. In addition, IKEA wanted to highlight that they have all the raw foods and utensils needed. A total of 12,500 cookbooks were printed and distributed across all 18 IKEA stores in Canada. Strategy IKEA wants to better the everyday for the many people. This year, they put a focus on life in the kitchen and people’s relationship with cooking. The insight this piece is built off, is that people are hesitant to try new things in the kitchen. So, showing them it could be simple, easy and delicious was key. To bring this campaign to life we turned to something people are familiar with — cookbooks — but turned them into something more. Outcome Turns out many Canadians had an appetite for change, they just lacked the inspiration and know-how to make it happen. Each and every one of the 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 and try something new. From Richmond, BC, to Boucherville, QC, people were getting creative and making deliciously simple meals with a little help from IKEA. Execution Recipes were printed with FDA-approved edible ink on parchment paper. Each book had four recipes and were sealed to prevent contamination. A total of 12,500 cookbooks were printed and distributed across all 18 IKEA stores in Canada. The ingredient blanks were measured, helping people determine how much sauce or salt or chive to add. The recipes incorporated IKEA food items. Illustrations were inspired by the food. The books were available in the food section of IKEA Stores.