Pizza. The Ikea Way

Client: IKEA Creative Agency: MAGIC Director: Reinis Traidās Producer: Lelde Adele Cīrule Creative Director: Reinis Traidās, Dace Izabella Grundšteina Strategist: Rihard Ginters Account Director: Sanda Ķestere, Arita Barvika  Account Manager: Madara Margarita Zaprauska Art Director: Dace Izabella Grundšteina Designer: Māris Gagainis - Kagainis Desktop: Emīls Rupais, Didzis Bičevskis Copywriter: Laura Lapiņa Audiovisual/2D& 3D: Franks Andrejs Pirogs, Guntars Šmits, Daniels Vuškāns

The IKEA Latvia Pizza Corner Campaign tackled the challenge of introducing pizza into a brand primarily associated with furniture and Swedish meatballs.  The strategy was centered on seamlessly integrating IKEA’s iconic furniture pieces with the pizza concept to create a memorable experience for our target audience. Recognizing that IKEA is “for everyone”, our campaign focused on IKEA customers, especially families with kids, and pizza enthusiasts.   The main activity was custom pizza-themed installations – including a pizza couch, clock, and rug – strategically placed at the store’s entrance to capture attention and convey information about the new pizza offering. To engage the target audience, we organized a social media contest, sponsored by IKEA’s profiles and eight brand ambassadors to offer participants the chance to win pizza-themed items (rug and couch) by taking and sharing a photo of them from the IKEA store.  Additionally, a city-wide billboard featuring mesmerizing cheese melt stretch and a TV news countdown ad carrying the resonant message “It’s pizza time!” were strategically deployed on the main highway streets leading to the IKEA store located in Ulbroka, Rīga.  On October 6th, IKEA launched the Pizza Corner with a DJ party, free pizza, and the installation and its social media contest.  Throughout October and November, eight influencers shared 10 posts and 90 stories about the campaign and contest, enhancing visibility and engagement. On November 3rd, a lucky winner of the pizza couch was announced on Instagram.  The IKEA Latvia Pizza Corner campaign exceeded the KPIs. Sales performance exceeded expectations, with over 20,000 pizzas sold within the campaign’s two-month period, significantly exceeding the initial goal of 9,000 pizzas.