IKEA puts culinary skills and kitchens to the test in 'Masked Chef'

IKEA puts culinary skills and kitchens to the test in 'Masked Chef'

To highlight the quality of its METOD-kitchens, IKEA launched ‘Masked Chef’. In this online show candidates were asked to prepare a dish while blindfolded. The whole situation very quickly gets out of hand, as both candidates and kitchens are put to the test. Fortunately, the kitchens come with a 25-year warranty.

With Batibouw approaching, IKEA wants to highlight the quality and durability of their METOD-kitchens. They come in various styles and can be freely assembled by you. On top of that, they come with a 25-year warranty; now that’s a quality promise you can rely on. And especially for Batibouw, customers will also benefit from a 10% discount from 20/2.

The campaign runs on social media, banners and on the radio.

*IKEA wants to emphasise that ‘Masked Chef’ was recorded in a controlled environment and asks that people don’t try and cook when blindfolded at home.



Client: IKEA Belgium
Client contacts: Peter Jongert, Charlotte Jaros, Coralie Vangeel, Damien Perry

Agency: DDB Brussels
Creative Direction: Kwint De Meyer
Creation: Jonas Caluwé & Jan Schoofs
Design: Sven Verfaille, Patrick Downie
Strategy: Dieter Riemaeker, Jan Lammens, Fiona Boyle
Account Management: Melissa Bekaert, Sofie Hoorens, Camille Cieters

Production: Humans
Director: Jevon Lambrechts
Executive producer: Eline Rousseau
Producer: Karen Bogaerts
DOP: Norman Baert


About DDB Brussels

To solve our client’s business issues, we favor our people’s skills instead of the latest buzzwords. Bringing together our people’s talent in strategy, technology, creation and production under one roof results in "work that works”.

Our long-standing experience with people-focused brands (VW, IKEA, Studio Brussel, bpost bank, DKV, letgo, De Persgroep…) inspires an internal culture based on creativity & humanity. This helps us come up with creative business solutions that interact with how people behave today. Our solutions go beyond what is traditionally labeled as advertising and can propel a brand for years.

With a headcount of around 60 people, we are large enough to take up the most serious challenges, while remaining agile enough to respond in real-time to new opportunities.

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