Homemade Is Best

Agency Network: 
December 2010
IKEA:  Homemade Is Best
IKEA Direct Ad -  Homemade Is Best


We wanted to ensure a connection between IKEA's kitchen appliances and one of the best things you can do in a kitchen, some great baking. So the main attraction in the campaign became a 140 page coffee-table baking book presented in a very visually unique and spectacular way. 90% of all the photographs taken in baking books look extremly alike. We wanted to try something different and present the recipes in a totally new fashion. We let ourselves be inspired by high fashion and japanese minimalism. The idea of the book became to tone down the actual cake and put the ingredients in focus. The recipes are presented as graphic still-life portraits on a warm and colourful stage. And when you turn the page you see the fantastic result. The baking book contains 30 classic swedish baking recipes everything from small biscuits to large cakes.

Direct advertisement created by Forsman & Bodenfors, Sweden for IKEA, within the category: House, Garden.

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden
Photographers: Carl Kleiner/Agent Bauer
Advertiser's Supervisor: Joel Idén
Stylist: Evelina Bratell
Retouch: F&B factory
Log in to post comments
jackmancer2017's picture

Visually a superb cooking book, though I wonder if the description is long enough. It's still a recipy...

But nice gimmick of Ikea.Fits their brand as well.

Guest's picture

beautiful! when is it out to buy?

Matt Tonkin's picture

I like this, though I have to admit with a cooking book it is nice to see what you are trying to make is supposed to look like. Maybe a section in the back with small images of final products.

Matt Tonkin
Activity Score 168
Art Director at Northern Productions Inc.
Guest's picture


CuriousPencil's picture

Video's here: http://entries.se/e/ikea/homemadeisbest/

I may be brainfaded on this, but when I see the ingredients laid out like that I think "Ikea flatpack nightmare" - I want to see the finished piece, not the meticulously exploded plan of constituent parts, like I want to see the cake, not the ingredients. Have to disagree with the line "kitchen appliances are not normally what people get excited about." Sure they do. Nobody goes to a kitchen showroom to get bored. And they certainly don't go there to get excited about the cakes they can make. Saying that though, the iPhone app for 'earning a cake' is a good one.

Activity Score 4199
Guest's picture

This is "cool" but I think it lacks in the simple area of bringing IKEA appliances to the forefront of people's minds. I don't shop at IKEA because the quality of their products is horrible. I care about baking, and what I cook in my kitchen, so I would happily spend more money on appliances to know they're going to give me the results I'm looking for and last a long time. This gimmick simply doesn't present that message, I think they missed the mark when it comes to the target market (or the ideal target market).

I'm thinking, however, that IKEA's appliances really are lower quality compared to the competition, so they have to take this creative approach to marketing because they certainly can't base the collateral on messages of quality and durability. IKEA has been about products for the masses, not products for people who want the best quality (or value).

Lastly, I agree with some comments regarding how they only show the ingredients and not the finished product. This would have been much cooler as a web feature (or even as a smaller book) if they showed the steps required to bake the cake in the same format as the steps required to build an IKEA bookshelf, for example. Then again, maybe not.

Do I have to build my oven myself? Nevermind, I'm going with a reputable manufacturer for my appliances. 5/5 for the art direction and creative book layout. 1/5 for the message.

Billoughsby's picture

By the way, you flip the page and see "the fantastic result" backed up to these diagram pages. So unless you are inclined to make baking a puzzle or blindfold challenge, you can see what you are making pretty easily before digging in.

Am I wrong to think IKEA has the kind of devoted, youthful base that makes this sort of playing possible? -- In other words, that not every piece of collateral put out has to hard-sell the furniture, but can soft-sell a style and attitude instead? That's what I think I'm seeing here.

I think it'll appeal immensely to the typical IKEAite.

Activity Score 5154
Art Director |

That's it.

wishbox's picture

I want to buy this book, but I wish the ingredients and descriptions are as easy as the visuals

Activity Score 10
Creative Director
unicornio's picture


Activity Score 15
Featured Content

Latest Collections