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.