Cannes Lions

Pizza Hut x IKEA SÄVA

OGILVY HONG KONG, Hong Kong / PIZZA HUT / 2020

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Overview

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Credits

Overview

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.

Idea

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.

Strategy

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. Our campaign launched on Facebook and Instagram, the places our mass target audience spend most of their time online.

Execution

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.

Outcome

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.

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