Let’s be honest, when you think of IKEA one of the first things that comes to mind is the Swedish retailer’s meatballs. They’ve become as much a distinctive brand asset as the FRAKTA bag and the Allen key.
So, when they told us they would be offering their little balls of joy in a bun. And could do so for just 95p, we knew the media would literally eat the story up.
We captured fashion-style imagery to show the new dish off at its very best and hit the media with a set of pun-laden materials around National Meatball Day (we didn’t make it up, but we were perfectly happy to take advantage of its existence) offering media he chance to get their hands on the new edition on launch day.
We’re now sitting pretty 185 pieces of editorial coverage later. And that sweep includes pieces across the Daily Express, Daily Mirror and The London Standard.
However we didn’t stop there. Some may remember a certain high street sub brand trolling IKEA when it opened on Oxford Street claiming that it was the owner of the finest meatballs in the land.
So we felt that, with the new launch out there it was time to return the favour by creating and landing a tongue-in-cheek social post on IKEA’s owed channels to launch the new addition to the retailer’s line-up.
The post went gangbusters across social channels as the internet enjoyed the gentle swipe and it showed that IKEA is perfectly happy to let its hair down and have a little fun, as well as reasserting the brand’s role as the purveyor of the nation’s favourite meatballs.
