|Title||PIZZA HUT X IKEA SÄVA|
|Brand||PIZZA HUT HONG KONG|
|Product / Service||PIZZA HUT|
|Category||E05. Sponsorship & Brand Partnership|
|Entrant||OGILVY HONG KONG, HONG KONG|
|Idea Creation||OGILVY HONG KONG, HONG KONG|
|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|
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.
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.
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.
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.
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.
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.