2022 Winner

BronzeSustainability Strategy

IKEA
"The ScrapsBook"
Rethink

CASE SUMMARY

IKEA is in their ‘leap year of sustainability,’ with all brand-layer communications having a mandate to incorporate and bring to the forefront their belief and value in sustainability. This year, the IKEA Kitchen sale was focused around IKEA’s sustainable product offerings - everything from sustainably made kitchen countertops to faucets that help save water. But they needed to go beyond products to attract new customers to the IKEA brand through their value in sustainability and inspire people with ways
to practice sustainability in their own homes.

While many people want to practice sustainability in the home, it often feels like a monumental task requiring significant capital costs and they quite simply just don’t know where to start.

IKEA wanted to inspire people to live less wastefully in their kitchens and show them how they could practice sustainability through small, affordable actions.

The kitchen is the most wasteful room in the home, where we waste water, electricity, and a lot of food. Food waste is a global problem contributing to the climate crisis, and 1.3 billion tonnes of food are thrown away every year - food that could have been eaten.

The IKEA ScrapsBook was designed for anyone that wants to practise sustainability in their homes, but may not know where to start. They created the IKEA ScrapsBook by collaborating with 10 chefs across North America to bring the book to life including Top Chef Canada’s Trevor Bird and up-and-coming restaurateur Adrian Forte. The limited-edition book itself was designed with sustainability in mind, and features
solvent-free inks and recycled paper.

The cookbook is filled with 50 recipes that span across cuisines dedicated to cooking with the bits of food you’d usually think of as waste or compost like carrot tops, banana peels, wilting greens, and old beans.

In addition to physical copies of the book, the e-book version was available free on IKEA.ca. The book lived as a full 360 digital campaign. Photography was used to post recipes on their social channels and they used Instagram to turn the Scrapsbook in a cooking show airing each Sunday, titled Scrapcooking Sundays. Each Sunday, their 10 chefs would take to Instagram Live and teach Canadians a new recipe each week.

After the IKEA ScrapsBook launched, people all over the world downloaded it and it became #1 and #2 cookbooks on Apple Books (English and French respectively). The IKEA ScrapsBook immediately generated buzz and was featured on Fast Company, NBC, the Chicago Tribune, and many more. Within the first two weeks of launch, they earned more than 13 million social impressions, 220 million media impressions, and saw over 36,000 downloads of the ebook.

Post-campaign, IKEA kitchen sales increased by 10%, visitation by 16%, and loyalty acquisition (sign-ups) by 95%. Most importantly though, they saved a lot of food scraps from being wasted.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art & Creative Director: Joel Holtby
Creative Directors: Joel Holtby, Jake Lim
Art Director: Dorota Pankowska
Writer: Justin Santelli
Designer: Erin Struble
Strategist: Shereen Ladha, Stacy Ross
Head of Strategy: Sean McDonald
Group Account Director: Sarah Riedlinger
Account Director: Daniel Riggi
Account Manager: Megan Christopher
Producer: Narine Artinian, Spencer Houghton
Production Artist: Brad Kumar
Production House: Fuze Reps
Production House Producer: Nicole Gomez
Photographer: Maya Visnyei
Photo Retoucher: Lisa Hordyk
Photography Producer: Sara Melvin
Food Stylist: Claudia Bianchi
Post Production House: R+D Productions
Editor: Leigh O’Neill
Post Production Producer: Todd Harrison
Audio House: Vapor Music
Client:
Chief Marketing Officer: Johanna Andren
Director of Brand Marketing: Lena Dukic
Marketing Communications Specialist: Jordan Sequeira
For registration inquiries, contact Alisha Tabilin at 1-416-408-2300 x282 or atabilin@brunico.com.