Advertisement

The Real Cookbook

Agency: 
Published/Aired: 
June 2012
Description: 

Brief Explanation: We develop a cookbook in a limited special edition: ‘The Real Cookbook’. Its the first cookbook that has actually earned such a title: A cookbook that readers can genuinely cook and eat, that’s because its pages are made of 100% fresh pasta. And packaged as a classic lasagne dish. The book was sent to business partners as a customer loyalty measure and was intended to generate and draw attention to the publisher’s range of cookbooks.

Describe the brief from the client: Every year, a vast number of printed publications centred around cooking and eating hit the stands: 26,000 books worldwide. In spite of this, the Gerstenberg Publishing House, a small publishing company that specialises in high-quality culinary and art books, needs to manage to rise above the rest.

Description of how you arrived at the final design: As simple as the idea may be, its realisation was a challenge. Over several weeks, various printing methods and dough consistencies were tested in order to achieve an optimal print and cooking image. In the end, a secret dough recipe combined with a traditional book printing process delivered the ideal result. With a little sauce between the pages and a sprinkle of cheese on top, ‘The Real Cookbook’ becomes a lasagne that can be baked in the oven at 200 °C. The prose, etched on the 4 inner pages of the pasta, ruminates on the subject of cooking.

Indication of how successful the outcome was in the market: ‘The Real Cookbook’ made some awesome noise in publisher`s and booksellers’ circles. And quickly created a buzz throughout the web: Over 250 blogs reported on the meaty masterpiece worldwide. A resource of valuable PR for the Gerstenberg publishers was generated.

Advertising Agency: Kolle Rebbe Hamburg, Germany
Account Manager: Gereon Klug, Inga Eickholt
Executive Creative Directors: Antje Hedde, Sascha Hanke
Creative Directors: Antje Hedde, Katrin Oeding
Art Directors: Reginald Wagner, Antje Hedde
Copywriter: Gereon Klug
Graphic Designer: Christine Knies
Photographers: Jan Burwick, Christoph Himmel

Comments (10)

Log in or register to post comments

Highest Rated

10pencils's picture
10pencils
Activity Score 148

"Like anything from the menu, sir?"

"Uhm...you know what? I can't really make up my mind, so just gimme the entire book."

kleenex's picture
kleenex
Activity Score 43452

I think I have seen this before at the site.

alausa's picture
alausa
Activity Score 1420

Won a grand prix this week.

Sophie Campbel's picture
Sophie Campbel
Activity Score 164

amazing, I want this book, ha ha

Ava Spears's picture
Ava Spears
Activity Score 144

ha ha, me to

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Well, of course you do.

Kikin's picture
Kikin
Activity Score 210

Nice

Think. Then think again.

Ryan Breat's picture
Ryan Breat
Activity Score 112

wow, very good

ItMatters's picture
ItMatters
Activity Score 2167

Simple idea well executed.

Han Zhonghua's picture
Han Zhonghua
Activity Score 70

Looks very good, i want a lasagne!! :)

"Just one Idea can change everything"

10pencils's picture
10pencils
Activity Score 148

"Like anything from the menu, sir?"

"Uhm...you know what? I can't really make up my mind, so just gimme the entire book."

Advertisement