In Brazil, Knorr is turning old family recipes into

PDF created from http://www.springwise.com/ on 20-10-2016
In Brazil, Knorr is turning old family recipes into beautiful
infographic posters
Today's home cooks are now increasingly using expensive tablets to follow recipes in their messy
kitchen, and can end up ruining the things. We recently wrote about Key Ingredients' Recipe Tablet,
which aims to solve that problem with its heat and spill-proof device. But what about those with
handwritten family recipes that have been passed down through the ages? Food brand Knorr has now
launched its Receitas de Familia scheme, which lets anyone snap a handwritten recipe to have it
turned into a typographic instructional poster.
The campaign — which translates as 'Family Recipes' — is based on the fact that dining is often a very
social event for Brazilians, involving friends and family. For this reason, many have recipes that have
been in the family for generations, written down by grandparents or even great grandparents. In
order to stop these getting ruined in the process of cooking, the Receitas de Familia scheme enables
anyone to send a picture of the original handwritten recipe to have it preserved.
By tweeting the picture to @KnorrBrasil along with the hashtag #receitasdefamilia, Knorr's team will
recreate the recipe as a special visual version, which is then sent back to them as an image ready to
print. Each poster uses a blackboard to create an infographic detailing each step of the recipe. It's
augmented with the real ingredients — including at least one Knorr product — placed on top of it to
add illustration, then photographed to create the design, like below:
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PDF created from http://www.springwise.com/ on 20-10-2016
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PDF created from http://www.springwise.com/ on 20-10-2016
The campaign helps families to preserve the recipes that have been in their family for decades,
recreating them as posters that can be hung in the kitchen for easy use. It also serves to remind the
consumer that Knorr has a wide range of products that can be used in almost any recipe. While this is
a marketing campaign, could this type of thing become a fully-fledged service, helping consumers to
digitize precious items and documents for posterity?
Website: www.knorr.com.br
Contact: www.knorr.com.br/article/media/694530/contato
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