Pizza Hut and Ikea made a table that looks just like a pie saver

Campaign from Ogilvy APAC promotes special edition pizza featuring Ikea's meatballs

Published On
Mar 11, 2020

Editor's Pick

As Pizza Hut attempts a marketing turnaround in the U.S., over in the Asia-Pacific region, it’s already dishing up some clever ideas—in this case, it’s making furniture. 

The pizza company teamed up with IKEA to create a special-edition pie that comes topped with the Swedish furniture giant’s famous meatballs, and along with it, the “SÄVA,” a table that looks like a giant version of the little pizza saver that keeps your pie from getting squished in transit. It also comes in packaging that looks just like a ‘za box.

Though the table isn't available at IKEA stores, Pizza Hut customers can purchase them at the restaurant as an add-on special to their meatball pie order.

The campaign was created out of Ogilvy Hong Kong and kicked off with some fun social media posts last week.  One caught a Pizza Hut  delivery guy snoozing at an IKEA store. Another captured the lightbulb moment when execs came up with the meatball pie. 

According to the agency, in the first three days after the Pizza Hut X IKEA pie hit stores late last week, the restaurant saw 67% more units sold than expected.

 
 

“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 in a statement. 

This is a great pizza, and this campaign really shows how collaborations can really benefit the fans—not just the brands,” added Ogilvy Hong Kong ECD John Koay.

The campaign reminds us of a similar, yet mini-version of the table idea, when Canadian agency John St. created Lilliputian chairs to accompany pie savers for a complete "patio set" in an effort for Boston Pizza.
 

Credits

Date
Mar 11, 2020
Client:
Pizza Hut
Client:
Ikea
Agency:
Ogilvy & Mather-Hong Kong
Chief Creative Officer Asia:
Reed Collins
Executive Creative Director:
John Koay
Executive Creative Director:
Matthew Nisbet
Creative Director / Head of Art:
Michele Salati
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

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