Ads we like: WWF and Asian Food Network shock foodies with plastic food recipes- Tempemail – Blog – 10 minute

The Asian Food Network has used some of its top talents to help create recipes with a twist, using plastic to show the plight of animals harmed by human waste.
The food channel has partnered with wildlife charity WWF to create a series of recipes that feature surprising ingredients, like shredded plastic cups.
The idea behind the campaign is to shock foodies into having a better understanding of the damage plastic is causing, forcing people into thinking about what they can do to save the environment.
The ads are part of an ongoing campaign called ‘You Plastic Diet’, which aims to promote a treaty around plastic pollution, led by the WWF.
Says Kim Stengert, chief of strategic communication and external relations at WWF-Singapore: “The only way we are going to stem the flow of plastic into nature is at a global level, a Paris Climate Agreement, but against plastic pollution. From the G20 to the UN Assembly, the ‘Plastic Diet’ is now a constant reminder to policy and decision-makers everywhere that urgent action is needed, and that over 1.6m people from 180 countries are counting on them to agree on a globally binding treaty on plastic.”
The TV ads, created by Grey Malaysia, will feature across the Asian Food Network in 30 and 60-second slots, across Malaysia, Indonesia, Cambodia, Myanmar, Philippines, Singapore, Thailand, Vietnam, Hong Kong, Mongolia, Taiwan.
Commenting on the collaboration, Graham Drew, executive creative director of Grey Malaysia: “It’s hard to think of a better partner to highlight the fact that plastic is now in almost everything we eat and drink than Asia’s largest food network, it’s brilliant to have their support. Your Plastic Diet reveals a shocking truth, but importantly gives the public an active role in making the changes the world’s governments need to make.”
The ads include Sarah Benjamin frying Spicy Clams with a shredded plastic cup, Sherson Lian cooking up a comforting oyster porridge with chopped plastic plate, Debbie Wong baking soy sauce sea bass with granulated plastic straws and a DIY video recipe on how to make Basil Prawns with a sliced plastic bottle.

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ckbk pulls a ‘Spotify for recipes’ out of the beta oven – gpgmail


Cooking may be under sustained attack by a wave of on-demand food delivery startups, with names that can double as gluttonous calls to action (oh hey Just Eat!), but that hasn’t stopped London-based startup ckbk from pushing in the opposite direction — with a digital service that offers on-demand access to high quality recipes licensed from major publishers of best selling cookbooks.

Indeed, the ckbk platform serves up not just individual recipes but entire cookbooks for browsing in app form.

The ckbk platform, which launches out of beta today — after a Kickstarter campaign last year that raised just over $55k — is being touted by its creators as ‘Spotify for recipes’. Think ‘playlists’ of professionally programmed dishes to whip up in the kitchen.

At launch it offers access to a catalog of more than 350 cookbooks (80,000+ recipes) — a culinary library that’s slated to keep growing.

For $8.99/£8.99 per month the premium ckbk user gets to tuck in to unlimited access to this “curated collection of cookbooks” — with content selected using “recommendations from hundreds of chefs and food experts including Nigella Lawson and Yotam Ottolenghi”.

A freemium layer offers access gratis to three recipes per month.

Subscribers are essentially paying for someone else with (most likely) superior knowledge of cooking to sort the wheat from the chaff so you don’t have to do the legwork of figuring out what freebie Internet recipes are worth investing your time (and after it, teeth) in.

Not just any old recipes, editorially curated recipes is the ckbk promise.

Content partners at launch include “dozens” of major publishers — including Chronicle Books, Macmillan, Oxford University Press, Rodale, Simon & Schuster, Workman Publishing and Penguin Random House’s Rodale and Struik imprints.

Culinary content available via the platform is billed as spanning both contemporary authors like Molly Yeh and David Tanis, to award winning authorities and Michelin starred chefs, while also dipping into old  culinary classics, such as On Food & Cooking and the Oxford Companion to Food, and offering works penned by legendary French chef and restauranteur Escoffier.

Publishers participating in ckbk’s platform are being promised a new digital revenue stream (it’s not clear what the revenue share is) — sweetened with data in the form of “new insights into patterns of cookbook recipe usage” they can use to feed into future editorial output. So of course all ckbk users are having their foodie browsing extensively data-mined.

To push its ‘premium recipes’ proposition ckbk is trailing a bunch of forthcoming promotional partnerships with kitchenware brands, food-related ecommerce brands, food events, culinary schools and publishing channels — which it says will be launching in the next few months.

It also says recipes on the platform have been optimized for integration with connected kitchen appliances.

European company BSH (whose appliance brands include Bosch, Gaggenau, NEFF and Siemens) is named as the first strategic partner for ckbk. It will be offering premium membership of the service to UK buyers of its NEFF N90 connected oven.

A subset of ‘smart’ cookbook recipes on ckbk will automatically set the correct time and oven temperature via the N90’s Home Connect system — for anyone who can’t be bothered to twiddle the dials themselves.

ckbk adds that selected recipes will be further “optimized” to make the most of features and cooking modes of the smart oven. A tidbit which might make a seasoned chef raise an eyebrow and question whether that’s heading towards recipes for robots.

The licensing project has certainly been a slow burn. The company behind ckbk, 1000 Cookbooks, has been working on getting the concept to market since 2014, per Crunchbase.

It says it’s currently raising a $2M seed funding round — having previously raised a total of $750,000 in pre-seed funding via investors, the Techstars/BSH Future Home accelerator program, and its Kickstarter campaign.


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