In Brief
In the midst of lockdown, IKEA wanted a campaign that would keep the brand front-of-mind and relevant to its audience while its stores were closed.
We came up with the simple but immensely effective idea of releasing its IKEA Meatballs recipe to the world - so fans could enjoy the dish despite not being able to buy it ready-made.
With step-by-step instructions in IKEA's iconic style, the story went global with over 500 pieces of coverage. The message sharing the recipe on Twitter was the most-engaged ever on IKEA's UK social channels.
Objectives
Keep IKEA front-of-mind during lockdown...