IKEA cooks up illustrated, interactive recipes that you can roll, bake, and eat

IKEA cooks up illustrated, interactive recipes that you can roll, bake, and eat

whether you have a love or hate relationship with them, IKEA’s step-by-step instruction manuals for furniture self-assembly have become an icon of the brand. despite the guidebook’s simplistic drawings and minimal scatterings of text, determined makers can build everything from a bunk bed to a bar. with this in mind, advertising agency leo burnett’s toronto office proposed a creative campaign that would introduce an entirely new element to the equation — food. ‘we realized trying new recipes is a little scary for people,’ the agency’s creative directors, anthony chelvanathan and steve persico explained. ‘we set out to make it better, easier and more creative by using creativity to reinvent the recipe.’

IKEA cook this page
recipes are printed on cookable parchment paper



leo burnett conceived a collection of easy-to-make recipes printed on cookable parchment paper. dubbed ‘cook this page’, the sheets include step-by-step instructions and a list of illustrated ingredients marked with food safe-ink, each which match the actual proportions required for the recipe. spontaneous chefs and experienced bakers alike merely have to add food, roll it all up and bake it. the recipes incorporate IKEA food items and draw attention to the company’s line of household kitchen products. in-store events across canada promoted the campaign, where all 12,500 parchment paper recipes available in 18 locations were snatched up within a few hours.

IKEA cook this page
chefs simply need to add the ingredients on top of the paper sheet 

IKEA cook this page
food-safe ink indicates the proportions of each ingredient 

IKEA cook this page
salt, pepper, and powdered onion are added to the sheet before baking 

IKEA cook this page
once cooked, the meal is ready to serve and eat 

IKEA cook this page
each of the sheets include step-by-step instructions and a list of illustrated ingredients

IKEA cook this page
the recipes incorporate IKEA food items

IKEA cook this page
simply add ingredients, roll the parchment paper up, and bake

IKEA cook this page
quirky illustrations indicate the amount of food needed 

IKEA cook this page
roll, bake and eat — voila!

    have something to add? share your thoughts in our comments section below.
    all comments are reviewed for the purposes of moderation before publishing.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


    a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

    design news

    keep up with our daily and weekly stories
    504,283 subscribers
    - see sample
    - see sample
    designboom magazine