Tumblr recipe: Electrolux creates food tutorials

Stockholm – As consumers increasingly find recipes and cooking tips online, Electrolux is promoting its UltraMix Pro hand mixer with Now You’re Cooking, a series of video tutorials on Tumblr.

Swedish creative agency House of Radon created the campaign, which features lush visuals that show viewers how to prepare dishes such as gazpacho, tapenade and smoothies. Users can play the videos, or set them to cooking mode, which pauses the action for catch-up cooking. The site’s pared-down, clean design draws the viewer’s attention directly to the food and, of course, the product.

According to product marketing manager Mari Törmälä, Electrolux has noticed a growing interest among consumers in professional-grade cooking appliances. The Now You’re Cooking videos place the products in a convivial setting, replacing the sterilised image of a professional kitchen with clear depictions of how such products can be used at home.

For more on why brands are using Tumblr and similar sites to reach consumers, read our The Curator Generation microtrend.