The Don’t Cookbook takes the form of a conventional recipe book that acts as a teaser for food delivery outlets. Each ‘recipe’ includes an ingredients list, tongue-in-cheek directions, and a QR code directing readers to respective delivery pages on Postmates. Available as a limited-edition run, the hardback cookbooks engage consumers through satirical food visuals and activities for users to complete while waiting for their food order.
‘We’re a year into quarantine, and we’ve tried every food trend from sourdough to whipped coffee,’ notes Kevin Byrd, creative director of Postmates at Uber. ‘If it has taught us anything, it is that we need to be able to laugh at ourselves and our increasingly complex and often exhausting relationship with cooking at home.’
While we previously identified the culinary experts simplifying quarantine cooking, this campaign offers a refreshing perspective for consumers now experiencing cooking fatigue.