Ikea's cookbook teaches you how to make meals from food scraps
'ScrapsBook' campaign from Canada continues the retailer's sustainability pledge
Editor's Pick
Ikea has been on a mission against food waste for some time now, as part of its sustainability pledge, and now it's teaching people how to get creative with their leftovers.
Previously, a spot from its Canadian arm, working with Rethink, showed a couple creating a balletic performance out of making a meal from scraps, and now it goes one further, creating an actual recipe book suggesting meals that people can make from food bits that usually go to waste. The Ikea "ScrapsBook" cookbook features recipes like banana peel and bacon wild rice pancakes, watermelon rind jam and strawberry top feta spread and corn husk crispy chicken.
The book was acreated via Rethink and made in collaboration with 10 North American chefs, including Adrian Forte, Craig Wong and Trevor Bird, who provided a diverse range of recipes from different cuisines and cultures.
The e-book with 50 digital recipes can be downloaded for free here, while Ikea loyalty scheme members can also enter a drawing to win a limited edition physical copy with 214 pages. Ikea will also launch #Scrapcooking Sundays, a series of cooking tutorials on Instagram Live in April and May.
"In Canada, research tells us that almost two thirds of food scraps that end up as kitchen waste could have been eaten," said Johanna Andren, head of marketing at Ikea Canada. "Seeing as how much waste is created in one of the most important rooms in the home, we set out to inspired Canadians by giving food scraps another look and offering new, creative ways to reduce food waste at home."
Credits
- Date
- Mar 18, 2021
- Client :
- Ikea
- Agency :
- Rethink
- CCO :
- Aaron Starkman
- Executive Creative Director :
- Mike Dubrick
- Creative Director :
- Joel Holtby
- Creative Director :
- Jake Lim
- Art Director :
- Dorota Pankowska
- Writer :
- Justin Santelli
- FR Writer :
- Karine Doucet
- FR Writer :
- Isabelle Lamarre
- FR Writer :
- Élise Guillemette
- Proofreader :
- Camille Desrochers
- Proofreader :
- Davina Haisell
- Designer :
- Erin Struble
- Strategist :
- Shereen Ladha
- Strategist :
- Stacy Ross
- Head of Strategy :
- Sean McDonald
- Producer :
- Narine Artinian
- Producer :
- Spencer Houghton
- Production Artist :
- Brad Kumar
- Printer :
- Lowe Martin Group
- Production House :
- Fuze Reps
- Production House Producer :
- Nicole Gomez
- Photographer :
- Maya Visnyei
- Photography Assistant :
- Rachel Cicoria
- Photography Assistant :
- Jasmine DeBoer
- Photo Retouch :
- Lisa Hordyk
- Photography Producer :
- Sara Melvin
- Food Stylist :
- Claudia Bianchi
- Assistant Food Stylist :
- Mia Bachmaier
- Prop Stylist :
- Catherine Doherty
- Assistant Props Stylist :
- Lindsey Clarke
- Post Production House :
- R+D Productions
- Editor :
- Leigh O’Neill
- Post Production Producer :
- Todd Harrison
- Post Production Producer :
- Megan O’Connor
- Transfer & On-Line :
- Emmett Maloney
- Audio House :
- Vapor Music
- Audio Engineer :
- Art Mullin
- Music Director :
- Ted Rosnik
- Audio Producer :
- Kat Stewart
- Group Account Director :
- Sarah Riedlinger
- Account Director :
- Daniel Riggi
- Account Director :
- Catherine Blouin-Mainville
- Account Manager :
- Megan Christopher
- Account Manager :
- Melissa Luk
- Account Manager :
- Gabrielle Bergeron
- Chief Marketing Officer :
- Johanna Andren
- Director of Brand Marketing :
- Lena Dukic
- Marketing Communications Specialist :
- Jordan Sequeira
- Catalogue & Brochures Manager :
- Stephanie Smith
- Integrated Media Leader :
- Caroline Hayes
- Communications Specialist :
- Maja Boricevic
- Country Integrated Media Leader :
- Jennifer Bauer
- Media :
- Carat
- VP Group Account Director :
- Karen Hrstic
- Account Director :
- Tracey Cronin
- Associate Account Director :
- Vanessa Coutinho
- Media Planner :
- Monalyn Quelnat
- Media Coordinator :
- Crystal Kim
- CRM :
- Wunderman Thompson
- Chef :
- Adrian Forte
- Chef :
- Trevor Bird
- Chef :
- David Gunawan
- Chef :
- Fisun Ercan
- Chef :
- Lindsay-Jean Hard
- Chef :
- Jason Sheardown
- Chef :
- Craig Wong
- Chef :
- Justin Cournoyer
- Chef :
- Andrea Carlson
- Chef :
- Christa Bruneau-Guenther
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