Baking the books

Croatian Food company Podravka has found a novel way to present investors with a copy of their great recipes in the annual report: They embedded a small booklet inside the financial report.

But to read the recipes, you needed to enclose the booklet in foil and bake until done.

To be able to cook like Podravka you need to be a precise cook. That is why the small Podravka booklet is printed in invisible, thermo-reactive ink. To be able to reveal Podravka’s secrets you need to cover the small booklet in aluminium foil and bake it at 100 degrees Celsius for 25 minutes.

If you cook it correctly, the recipes appear. But if you cook it wrong, you will find the pages full of pictures of empty plates.

The report was designed by another local Croatian company:Bruketa & Zinić OM based in Zagreb, Croatia. They have won many awards for their originality.

Photos of the report can be found HERE, along with self righteous commenters who lament the sacred greenhouse energy that has to be used to read the booket, thereby missing the point: the originality of the booklet will result in news stories and free publicity for the company and the country of Croatia.