skills/creative-director/references/legendary-campaigns/cards/ikea-cook-this-page-2017.md

---
id: ikea-cook-this-page-2017
title: Cook This Page
brand: IKEA
year: 2017
country: CA
region: north_america
industry: retail
pattern: [P03, P17]
category: ooh_print
idea_type: advertising
involvement: participation
channel: physical
duration: campaign
goal: [awareness, trial, engagement]
budget: low
emotion: [melancholic_joy, ironic_sincerity]
emotion_tier: 3
insight_domain: joy
media_epoch: social
awards: [cannes_gold]
quality_score: 8
scalability: universal
risk: safe
confidence: high
quality: full
source_url: https://www.designboom.com/design/ikea-cook-this-page-recipe-leo-burnett-campaign-06-22-2017/
---

# Cook This Page (IKEA · 2017)

## Insight
IKEA sells kitchen products. Recipe books and food print are entirely separate categories. But what if the recipe could be cooked on the page itself — turning an ad into a functional cooking tool?

## Mechanic
IKEA created parchment-paper recipe pages printed with food items at scale. Readers could place the page directly in a baking dish, add the ingredients shown, and cook it. The print ad becomes the recipe card and the baking liner simultaneously.

## Why it worked
Design as idea (P17): the ad's material and format IS the product utility demonstration. Behaviour inversion (P03): the ad is consumed by cooking rather than read. The execution is elegant, cheap to produce, and generates enormous share value through its unexpected functionality.

## Steal
Ask what your ad could DO beyond communicate. When the physical form of the communication can be repurposed as a tool that demonstrates the product's use case, you've found a design idea, not a communication idea.

## Related
- Pattern: [[../MOC-pattern.md#p03]]
- Sibling: [[always-like-a-girl-2014.md|Like a Girl]]
- Sibling: [[sandy-hook-promise-back-to-school-essentials-2019.md|Back-to-School Essentials]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*