(image: iStock)
Ever played ‘Paint by Numbers’? The fun childhood activity of colouring in using a specific colour according to the number that’s presented in the picture? Well now there’s a cooking version that takes on a similar concept. It’s called ‘cook this page’. Fun right?
IKEA, one of the world’s largest furniture retailers that also focuses on kitchen appliances and home accessories, has created (as a promotional gimmick for their big kitchen sale) an entire ‘cook this page’ series that basically ensures you never have to think again about what to cook for dinner (and how!). It’s all laid out for you quite literally on a sheet of baking paper where you simply place down the ingredient, close up the paper when you’re done, pop it in the oven and… magic!
The advertising company behind the idea, Leo Burnett, walked away with a prestigious Gold Lion award following the release of the campaign that was described as, “traditional advertising but done in a way to engage with the target”.
From unique parchment to food-safe ink, @LeoBurnettTor shares insight behind its popular campaign for IKEA. https://t.co/RiO8zhGBhV pic.twitter.com/umiTZY5zNm
— Leo Burnett (@LeoBurnett) June 11, 2017
The ink is food-safe and what’s pretty cool is that each ingredient is illustrated to the exact proportions that you need. And while we think this could be a great activity in which to involve the kids, we kind of feel it takes away the elements of preparation, technique, layering and mixing of ingredients that make cooking the true art that it is.
What are your thoughts? Would you give these ‘cook by picture’ sheets a try if you could? Let us know in the comments section below.