That's the gimmick behind IKEA's latest ad campaign -- recipes without ingredients. Or, actually, the recipes *do* have an ingredient list -- but it's made up of IKEA products, not food. Here's an example:

I gotta say, I think this is pretty clever. It lists all the IKEA-branded tools you'll need to make the dish, and sort of turns the concept of a recipe inside-out. Of course, if you actually want to *make* these recipes, it's pretty darn annoying since you'll have to pick out the "real" ingredients from the recipe instructions. But as an advertising ploy, it's pretty cool.

What do you think? Clever or annoying?

--Maggie

photo: eatmedaily.com