The Real Cookbook
Bronze - Dimensional Mailing - Gerstenberg Verlag GmbH & Co.
Issue 24 | September 2012
Agency
Kolle Rebbe
Creative Team
Executive Creative Directors: Sascha Hanke, Antje Hedde Creative Directors: Antje Hedde, Katrin Oeding Art Director: Reginald Wagner Copywriter: Gereon Klug Graphic Design: Christine Knies Typography: Reginald Wagner, Christine Knies
Production Team
Producer: Martin Luehe Photographer: Himmerl & Burwick Printer: Pasta Prima, Buchbinderei Zwang GmbH
Background
Gerstenberg is a small publisher of cookbooks. They wanted to differentiate themselves in a market in which 26,000 cookbooks are published each year.
Idea
A cookbook that readers can actually cook and eat, because its pages are made of 100% fresh pasta. 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 to make a meal for four. The prose etched on the inner pages of pasta reflects on the subject of cooking.
The book was sent to retail customers to draw attention to Gerstenberg’s range of cookbooks.
Results
Over 250 blogs reported on the meaty masterpiece worldwide, generating valuable PR.