During the fall of 2022, the sharply rising electricity prices were a big concern among most consumers in Sweden. The evening papers stressed the situation with headlines like "Heat or eat", in other words a topic on everybodys mind. In this campaign for Garant, the private label budget food brand of Axfood, we wanted to create awareness that it is possible to save electricity and money by not cooking. Under the slogan "Cook food, save electricity" we created a series of tasty home-cooking recipes that did not require electricity for their preparation. The recipes could be bought neatly online as a customized electricity-free grocery bag on Mathem.se.
