THE HIPP ONEHAND-COOKBOOK

ClientHIPP & CO
Category B01. Books
TitleTHE HIPP ONEHAND-COOKBOOK
Product/ServiceHIPP ORGANIC BABY FOOD
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production NEVEREST München, GERMANY
Production 2 TRO Düsseldorf, GERMANY
Production 3 HASTINGS MUSIC Hamburg, GERMANY
Additional Company BRAND PERFORMER Munich, GERMANY
Credits
Name Company Position
Alex Schill SERVICEPLAN GERMANY Global Chief Creative Officer
Matthias Harbeck SERVICEPLAN GERMANY Managing Chief Creative Officer
Till Hohmann SERVICEPLAN GERMANY Managing Creative Director
Florian Strauss SERVICEPLAN GERMANY Managing Director
Sandra Loibl SERVICEPLAN GERMANY Executive Creative Director
Andreas Daum SERVICEPLAN GERMANY Associate Creative Director
Till Rothweiler SERVICEPLAN GERMANY Associate Creative Director
Lucas Dresch SERVICEPLAN GERMANY Senior Art Director
Benjamin Steinmeyer SERVICEPLAN GERMANY Copywriter
Monika Klingenfuss SERVICEPLAN GERMANY Management Supervisor
Franzisca Luise Seippel SERVICEPLAN GERMANY Junior Account Manager
Rea Jabara SERVICEPLAN GERMANY Junior Art Director
Massimo Mazzuca SERVICEPLAN GERMANY Junior Copywriter
Karin Schmitz SERVICEPLAN GERMANY Senior Production Manager
Stephan Daburger SERVICEPLAN GERMANY Head of Final Art
Fabio Schaffer SERVICEPLAN GERMANY Junior Final Art Director
Nicolas Lekai Nicolas Lekai VFX Artist
Ana Jaks Ana Jaks Illustrations Illustrator

Background

Babies love being in mummy’s or daddy’s arms. As a result, parents have to do a lot with one hand, like paying with one hand, opening doors with one hand, etc. But there are some tasks which simply can’t be performed with one hand: like cooking, for example.

Describe the creative idea (40% of vote)

Being Germany’s No. 1 in baby food, HiPP knows this kind of problem like no other brand and therefore also helps like no other brand: with the HiPP Onehand-Cookbook. A cookbook with healthy and yummy recipes for parents, which, thanks to HiPP baby food as a basic ingredient, can be prepared with only one hand. This way, babies are always in their parents’ arms and mummy or daddy can have a delicious meal.

Describe the execution (40% of vote)

The Cookbook consists of 16 lovingly created and playfully illustrated recipes. The illustrations feature strong colours and bold yet harmonious shapes. They are a new interpretation of the design of the HiPP logo, which was developed during the 70s in New York by packaging design pioneer and founder of Industrial Designers Institute of America, Frank Gianninoto. In addition, we developed the unique Onehand-Cuttingboard, making it possible to complete tasks like cutting, peeling or opening the HiPP jars with only one hand. Besides, it serves to hold the recipe cards.

List the results (20% of vote)

The Onehand-Cookbook was created as a limited-edition promotional item with only 500 pieces produced. It was sold via a cooperation with German premium cookware manufacturer WMF in 37 flagship stores and through the HiPP Baby Club, the HiPP community with more than 1.5 million members. The result: not only did we sell all 500 pieces within the first 2 weeks, we also turned parents themselves into a new consumer group for our HiPP jars, leading to many happy babies and even happier parents.