IKEA & pizza hut create a life-size version of the tiny tables that come in pizza boxes

IKEA and pizza hut hong kong have collaborated on a new pizza recipe that uses IKEA’s famous meatballs as a topping. but the collaboration doesn’t stop there — it also includes a life-size version of the tiny table that comes in pizza boxes called säva. to be one hundred percent on brand, the special edition pizza-themed piece of furniture comes flat-packed inside a pizza box.

to launch the new pizza flavor and säva table, IKEA and pizza hut partnered with ogilvy hong kong to create the ads. the campaign kicked off with both brands teasing it on social media, swapping posts of a pizza hut delivery driver asleep inside an IKEA store and a eureka moment in a boardroom among others. 

‘we’ve been absolutely thrilled to see the launch the new pizza hut x IKEA pizza with a fun, cheeky campaign that has proven to be quite popular with the fans already on the first day! this is a great pizza, and this campaign really shows how collaborations can really benefit the fans – not just the brands,’ commented john koay, executive creative director at ogilvy hong kong.

the campaign has already proven successful, with the IKEA x pizza hut pizza selling more than 67% of the projected units. ‘this campaign shows the playful side of pizza hut, and that our credentials can move beyond the kitchen into new and interesting collaborations with other brands,’ said wendy leung, marketing director for pizza hut hong kong.

project credits:

chief creative officer asia: reed collins

executive creative director: john koay

executive creative director: matthew nisbet

creative director / head of art: michele salat

associate creative director: ollie davis

associate creative director: amy cheng

senior art director: soenar santoso

photographer / senior art director: lucy mcnally

executive group director: iris liu

account director: vincent lam

account manager: rachel tsui

account executive: clover yuen

content lead: ray lam

content strategist: jim wong

content specialist: ricky chung

senior brand strategist: kaycee li

head of production: jacqueline ho