COOKING WITH YOUR HEART, COOKING wisely
Given the sustainable nature of the brand, for the 2015 Christmas campaign, we propose an insight with a different focus than usual on these dates: the excess food that is thrown away despite binge eating and farturas.
Specifically, we throw away 25% of what we buy.
Therefore, we are going to invite users to cook with their hearts, but also with their minds.
We use a classic Christmas resource, the Christmas carol.
But with a letter composed of those leftovers that end up in the trash.
And sung by the greatest witnesses of all this waste. The garbage’s men, who add their voices in a choir that sings a Christmas classic.
We also created a site with 28 tips in video, post and quiz format. All to optimize and make the most of our resources within our own home.
Which also helps us to show products from the IKEA catalog.
And in social networks, we reinforce the message by varying the focus.
Can you imagine throwing away 25% of everything you like about Christmas?
In a GIF format that captured the attention and interest of users.
