Now you’re cooking, on Tumblr

Swedish creative agency House of Radon have set up a food-themed Tumblr campaign for Electrolux that features a series of cook-along videos…

Swedish creative agency House of Radon have set up a food-themed Tumblr campaign for Electrolux that features a series of cook-along videos…

House of Radon’s new campaign for Electrolux revolves around the idea that people don’t use their recipe books anymore; these days it’s all about balancing your iPhone on the edge of the counter, and trying not to smear it with foodstuffs while you follow a recipe online.

The Now You’re Cooking Tumblr offers a series of films to cook along to, which include the helpful option to pause and review recipe directions along the way. Electrolux’s appearance in the videos is relatively unobtrusive but, as would be expected, all the short films are themed around recipes that require some kind of blending or crushing. There’s also a nice touch in the inclusion of food facts alongside each video (especially as they manage to link shiitake mushrooms to Star Wars).


A bespoke hand rendered typeface, based on House Industries’ Neutra Display, was created for use across the site, the agency tells us, which is designed to evoke the art deco era, and reinforce the food theme by resembling the handpainted letterforms found in French bistros of the 20s and 30s.

The tag line, “Ask not what you can do for your country, ask what’s for lunch”, is somewhat reminiscent of the 2011 Lurpak Kitchen Odyssey advert.

So far there’s recipes for granita, margarita, gazpacho, tapenade and a smoothie, with more to be added in the next couple of months.

Agency: House of Radon
Client: Electrolux
Creative Director: Victor Köhler and David Dworsky
Client Director: Philip Marthinsen
Art Director: Albin Holmqvist
Digital PR: Louise Ljungberg
Producer: Amanda Nordlöw
Directors: Victor Köhler & Albin Holmqvist
D.O.P: Hannes Isaksson
Food stylist: Cilla Göthlinder
Copywriter: Samuel Sweetman
Developer: August Björnberg

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