The tiny table in the pizza box could be the first thing you want to remove before enjoying the pizza. However, it could be the most crucial component in a marketing campaign. Last year, Pizza Hut collaborated with IKEA Hong Kong to launch a social media campaign which gained applause from the public.
To engage customers, Pizza Hut collaborated with IKEA Hong Kong on the world’s first pizza offering IKEA’s iconic meatballs as toppings. To create buzz around this innovative new product, they launched Pizza Hut x IKEA Pizza (必勝宜家批), a fun social media conversation between the brands via a staged public mistake. It went viral in just an hour. After that, IKEA Hong Kong designed a limited-edition pizza table SÄVA inspired by the pizza saver in pizza boxes. SÄVA is a classic piece of Swedish flat-pack furniture, which even comes in its own giant pizza box and easy-to-follow assembly instructions. The table offers a perfect spots for people to gather and enjoy the pizza.
"It was a great opportunity to launch a unique product in collaboration with another iconic global brand. Also it was great to see people enjoy the launch of this fun social media campaign between two brands, and we’re also thrilled to launch the limited-edition SÄVA pizza table — the best way to complement this pizza!" said Wendy Leung, marketing director of Pizza Hut."We’ve been absolutely thrilled to see the launch the new Pizza Hut x IKEA pizza with a fun, cheeky social media campaign that has proven to be quite popular with the fans already on the first day. We’ve also created the SÄVA table to generate even more awareness of their fantastic new pizza collaboration and most importantly, drive sales," commented John Koay, executive creative director of Ogilvy.
This article is sponsored by Ogilvy Hong Kong.
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