Background

Our task was to launch the Pizza Hut x IKEA meatball pizza – a taste sensation featuring IKEA’s iconic Swedish meatballs as a topping. We needed to get tongues wagging online and drive sales. As just one of Pizza Hut’s many LTO promotions throughout the year, we were working on a limited budget – so our strategy was to create an idea that would combine both brands in a way that naturally grabbed people’s attention, was sharable online and generated demand for the product.

Describe the creative idea (40% of vote)

We combined the DNA of both brands to create the SÄVA, a flat-pack table inspired by the pizza ‘savers’ found in pizza boxes – only available to a lucky few who purchased the new pizza. Our campaign launched on Facebook and Instagram, the places our mass target audience spend most of their time online.

Describe the execution (40% of vote)

Our SÄVA flat-pack table was a scaled-up version of the ‘pizza savers’ found in Pizza Hut’s boxes. To make our design more branded we also added a debossed Pizza Hut logo to the center of the tabletop. Each SÄVA was delivered in a giant cardboard pizza box featuring IKEA-style step-by-step assembly infographics. Simply unpack and screw in the three legs. To launch the campaign we also produced static social posts and a short video introducing the SÄVA and Pizza Hut x IKEA meatball pizza, narrated by a Swedish designer.

List the results (20% of vote)

The SÄVA campaign went viral online, getting local and global coverage with +1 billion impressions, +18 million views, plus 45,000 social interactions. More importantly, it boosted sales for the Pizza Hut x IKEA meatball pizza +86% over forecasts.