Food for thought: Cooking promotion provides a feast for the eyes

Stockholm – When you watch Now You're Cooking, it is almost as if you are watching your own hands carefully tossing flakes of sea salt on a piece of salmon.

This is because what you are watching are hands and only that – there is no celebrity chef in this kitchen, just the food being lovingly prepared.

Now You're Cooking was a live cooking event and a sly piece of branded content for Electrolux, the kitchen appliance maker. Over three days, 15 meals were prepared with the camera filming top-down. Carefully and beautifully stylised, the video looks like a moving food photo shoot, and it was choreographed as such by the creatives at Swedish agency House of Radon.

The goal was to inspire home cooks to show how Electrolux products can be used to make beautiful food. The result is an enchanting piece of branded content that lets foodies get lost in the visual wonder of food preparation while also cleverly selling the goods.

For more on branded content and how brands are blurring advertising with editorial, read The Convergence Economy macrotrend.