The Really Brief — Week of March 15

March 19

IKEA Canada has collaborated with 10 North American chefs to develop a series of recipes using kitchen scraps. The 50 recipes are collected in a new online cookbook called the ScrapsBook, which the retailer is distributing for free through its own website, as well as on Apple Books and Google Play Books.

IKEA is also giving members of its IKEA Family loyalty program a chance to win a limited-edition physical copy of the 214-page book, which was printed without a traditional spine to minimize the glue used in production. The book was developed in collaboration with agency partner Rethink, which also created a promo video.

According to IKEA, two-thirds of all kitchen scraps in Canada end up as waste that could have been eaten. The recipes incorporate waste items such as corn husk and banana peels in dishes including polenta and chocolate banana cake.

“The kitchen is one of the most important rooms in the home, so we set out to inspire Canadians to look at food scraps in a different and creative way to reduce food waste at home,” said the company in an announcement. To promote the book, IKEA is launching a weekly Instagram Live program called #Scrapcooking Sundays that runs from April 11 to May. It will feature participating chefs providing tutorials on some of their recipes.

Weber Shandwick Canada has bolstered its strategy and creative practices with the hire of Becca Young as senior vice-president of strategy and creative. She will oversee the agency’s insights, planning and creative teams.

Young has amassed nearly two decades of experience across consumer, B2B, technology and healthcare brands in Vancouver, Toronto and Washington. She has held leadership roles in strategy and insights at both National Public Relations and Edelman Canada.

“Becca works at the intersection of many of the colliding forces that are of the utmost importance to our clients: media, data, politics, health, and technology,” said Weber Shandwick president and CEO Greg Power. “She will champion new thinking and fresh approaches to how we develop culturally informed earned creative ideas and evidence-driven strategies that maximize impact for our clients.”

March 18

TikTok has launched a North American campaign designed to highlight its diverse individuals and communities while celebrating their continued resilience and creativity.The “Heads Up” campaign builds on last year’s Canadian campaign using the tagline “It starts on TikTok.”

Running across broadcast TV, the new ad features a group of Canadian creators including LeendaDong, Bomanizer, and Kissy Duerre, with a voiceover supplied by American actress Gabrielle Union (a localized French version stars TV and radio personality Anne Marie Wittenshaw). According to TikTok, the spot is intended to turn the camera back on its community.

Chris Powell