To inspire more creativity in the kitchen, while taking the intimidation out of cooking, IKEA and Leo Burnett created oven-safe parchment paper printed with fill-in-the-blank instructions and spots for ingredients that can be found in the retailer’s stores. After placing the food on the paper, it could be folded up and cooked into a meal. The recipe booklet was made available to event attendees in the food section of IKEA stores during the Family Day weekend kitchen event. The retailer’s staff also encouraged shoppers to post their recipe creations on social media when they got home. In the end, 12,500 branded parchment books were snatched up within only a few hours at locations across the country.