Electrolux has created a Tumblr designed to help people with their cooking in an interactive way. Now You're Cooking, created by Stockholm agency House of Radon, features a series of recipe videos which visitors can set to "cook-along" mode if they want to actually make the recipe while watching. Alternatively, they can just watch the films in the normal way. The campaign was created with the insight that people are replacing recipe books with online content, such as blogs and Pinterest, on their phones and laptops.