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 created the SÄVA, a flat-pack table inspired by the pizza ‘savers’ found in pizza boxes – but only available to a lucky few who purchased the new pizza. To add to the fun, each SÄVA was also delivered in a giant pizza box featuring IKEA-style step-by-step assembly infographics.

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.