Digital Digest
MRK634 ZSS
by Hazel Ng
The ScrapsBook

PROBLEM
Why IKEA needs to introduce the
ScrapsBook campaign?
Food waste is a global problem
1.3 billion tonnes of food are
thrown away every year
63% of discarded food can be
eaten
People purchased too much
food than needed
Kitchen is where the most
waste is produced

IKEA
Introduced
The ScrapsBook
A cookbook with recipes of reutilizing
the kitchen scraps

SOLUTION
How IKEA cater the needs of customer?
Scrapcooking – turning kitchen
scraps into beautiful dishes
Collaborate with 10 chefs in
North America
Offer 50 recipes
Cook with the little things we
usually throw

Goal of the campaign
Encourage
people to
reduce food
wastes
Generate
positive brand
image
Offer
sustainable
solutions to
the public
1 2 3

Achievement #1 cookbooks
on Apple Books
>13 million social
impressions
220 million
media
impressions
36,000
downloads of
the ebook

What is the
Real Benefits?
10% increase in sales
(IKEA Kitchen)
95% increase in sign-ups
(customer loyalty)
16% increase in store
traffic

Why is this
campaign
SUCCESSFUL?
Innovative idea which
attracts customers’ attention
1
2
3
Remind customers about
IKEA’s brand &
Increase brand awareness
Build positive brand image
Contribute to the society by
reducing waste and protect
the environment
4
5
Strengthening the
sustainability value

References
IKEA. (2023). IKEA ScrapsBook - Zero-Waste Recipes & Ideas.
Rethink. (2021). The ScrapsBook - Rethink.
‌
‌
Strategyonline.ca. (2022). Strategy Awards 2022 Winner.
https://www.ikea.com/ca/en/campaigns/scrapsbook-zero-waste-recipes-pub147efb60
https://rethinkideas.com/work/ikea/2021/design/the-scrapsbook-2/
‌
https://awards.strategyonline.ca/winners/winner/2022/?e=140506&n=The+ScrapsBook

THANK YOU
FOR WATCHING