Earlier this year, the Canadian arm of Swedish flat-pack furniture giant Ikea created a set of fool-proof Cook This Page posters, taking inspiration from its furniture-building instruction manuals as part of a campaign by ad agency Leo Burnett Toronto.
To use the greaseproof paper sheets, home cooks placed ingredients within measured outlines, which were printed on the pages in edible ink. Once all of the ingredients were positioned on the poster, the sheet could be folded and twisted to enclose the edibles, and then popped in the oven. The concept was engineered to encourage hesitant cooks to prepare meals outside of their comfort zones in a fail-safe way.
The sheets were handed out to Ikea customers during cooking demonstrations at its stores throughout Canada, with all ingredients and corresponding cooking utensils available to be purchased in store.
To further explore how brands are encouraging foodies to experiment and be more adventurous with their home cooking, see Activating At-Home Foodies, part of our latest food and beverage Industry Trend, Kitchen of the Future.
See also DIY Condiments: Craft Vinegar Vase and Hyundai Card Cooking Library for more at-home cooking innovations, and Ikea's VR Kitchen Experience for another recent example of how Ikea is helping customers to raise their kitchen game.
Meanwhile, Future Supermarket Strategies also explores how food retailers are tapping into a generation of enthusiastic and food-savvy consumers.