PIZZA HUT X IKEA SÄVA

Short List
TitlePIZZA HUT X IKEA SÄVA
BrandPIZZA HUT HONG KONG
Product / ServicePIZZA HUT
CategoryD03. Launch / Re-launch
EntrantOGILVY HONG KONG, HONG KONG
Idea Creation OGILVY HONG KONG, HONG KONG

Credits

Name Company Position
Reed Collins Ogilvy Asia Pacific Chief Creative Officer
John Koay Ogilvy Hong Kong Executive Creative Director
Matthew Nisbet Ogilvy Hong Kong Executive Creative Director
Michele Salati Ogilvy Hong Kong Creative Director / Head of Art
Ollie Davis Ogilvy Hong Kong Associate Creative Director
Amy Cheng Ogilvy Hong Kong Associate Creative Director
Soenar Santoso Ogilvy Hong Kong Senior Art Director
Lucy McNally Ogilvy Hong Kong Photographer
Jacqueline Ho Hogarth Agency Producer
Iris Liu Ogilvy Hong Kong Executive Group Director
Vincent Lam Ogilvy Hong Kong Account Director
Rachel Tsui Ogilvy Hong Kong Account Manager
Clover Yuen Ogilvy Hong Kong Account Executive
Ray Lam Ogilvy Hong Kong Content Lead
Jim Wong Ogilvy Hong Kong Content Strategist
Ricky Chung Ogilvy Hong Kong Content Specialist
Kaycee Li Ogilvy Hong Kong Senior Brand Strategist

Why is this work relevant for PR?

This work is relevant for PR as it has an earned media idea at its core that helps to enhance the cultural credentials of the brand, whilst driving business results.

Background

We needed to launch the Pizza Hut x IKEA meatball pizza – a taste sensation featuring IKEA’s iconic Swedish meatballs as a topping. Our task was to launch this new pizza in a way that would get tongues wagging online and drive sales.

Describe the creative idea (20% 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 as fun, sharable content on Facebook and Instagram, the places our mass target audience spend most of their time online.

Describe the PR strategy (30% of vote)

The Pizza Hut x IKEA meatball pizza wasn’t just a unique food offering, it was a collaboration between two iconic brands. This was the key to our PR strategy. We knew that if we could come up with a creative way of presenting this partnership then fans of both brands would pay attention.

Describe the PR execution (20% of vote)

We launched the campaign on Facebook and Instagram with static social posts and a short video introducing the SÄVA and Pizza Hut x IKEA meatball pizza, narrated by a Swedish designer. Press releases were also sent to online tastemaker portals such as Hypebeast, Design Taxi and A List.

List the results (30% of vote)

Tier 1: The SÄVA campaign went viral online, getting local and global coverage with +1 billion impressions, +18 million views, plus 45,000 social interactions. Tier 2 & 3: The SÄVA campaign boosted sales for the Pizza Hut x IKEA meatball pizza +86% over forecasts.