Ikea baits tech talent with 3D-printed meatballs

Recruitment push created with Ingo aims to fill 150 innovation roles that will help retailer's sustainability efforts

Published On
Feb 01, 2022

Editor's Pick

For many of us, a trip to Ikea brings with it the promise of tucking into the retailer’s legendary Swedish meatballs, which shoppers can eat on the spot at its in-store restaurant. But today, the company has introduced a 3D-printed version of the tasty orbs in the hopes of attracting a specific target—data and tech nerds. 

The retailer’s new recruitment campaign is attempting to lure talent for more than 150 tech and innovation roles across Europe with a taste of never-before-served, 3D-printed “Huvudroll,” as Ikea’s meatballs are called. 

The 3D-printed meatballs, promoted in the video above, are part of the overall “Taste the Future” recruitment campaign beginning today and created with Stockholm agency Ingo. They’re just one experiment in the retailer’s efforts to become more sustainable, with the help of technology. The company has made a commitment to offering 50% plant-based meals at its restaurants by 2025. (Its plant-based balls are currently already part of the menu.)

Also read: Ikea gave out its meatball recipe to keep people safe during the pandemic.

“Ikea is at the start of a journey to embrace data and technology to become more affordable, accessible and sustainable in an omnichannel environment,” said Inter Ikea Group CIO Pascal Pauwels in a statement. “Naturally people with imagination will play a big role in that quest. So here we’re looking for people who want to create a better everyday life with us.”

“We’re looking for down-to-earth data scientists, future architects, cyber guardians, unboxed engineers and common sense-makers,” added Karen Rivoire, Ikea employer brand leader. “People who want to co-create a better everyday life at home for the many with thin wallets.”

Read: Ikea says it’s the inventor of the real Swedish meatball.

Unfortunately, the 3D-printed meatballs won’t be available to everyday consumers and were created just for the campaign. Currently, Ikea has no plans to put them on the official Ikea restaurant menu. Job-seekers can apply for roles (and a bite of the 3D-printed balls) at Ikea.com/TastetheFuture.



Feb 01, 2022
Client :
Agency :
Employer Brand leader :
Karen Riviere
Global HR Project Lead / Digital & IT :
Marius Rigau
Chief Creative Officer :
Bjorn Stahl
Copywriter :
David Lundgren
Art Director :
Johanna Johansson
Planner :
Simon Bäckelin
Account Manager :
Marie Pohl
Final Art :
Maria Dubeck
Final Art :
Kalle Garmark
Account Director :
Andreas Engstrand
Agency Producer :
Agency Producer :
Markus Ahlm
Production :
FLX Film
Director :
Peter Hansson
Producent :
Signe Falk

Need a credit fix? Contact the Creativity Editors