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IKEA: From sharing a table to meatball-flavoured lollipops

IKEA: From sharing a table to meatball-flavoured lollipops

How do you get people talking about IKEA kitchens beyond furniture and accessories? We focused on what happens around the table: food and everyday rituals. By combining culinary experiences, social trends and a touch of the unexpected, we created a campaign that gave the media fresh reasons to talk about IKEA month after month.

Challenge


  • Stand out in the competitive home & living category and take IKEA’s story beyond interiors media

  • Keep the media engaged with kitchen and dining topics over several months, without relying solely on product promotion

Execution


  • We kicked off IKEA’s year dedicated to cooking and eating with a media and influencer event that brought Swedish and Warsaw flavours together. Around a shared table, we showcased the brand’s latest kitchen and dining solutions and hosted a live online conversation with Marta Krupińska, a Polish designer who has spent years creating new IKEA design icons

  • IKEA’s iconic meatballs turned 40, and we made sure the occasion didn’t go unnoticed. We brought their birthday celebrations into our PR activities in Poland and Sweden, inviting food influencer Dominik Czeronek to an immersive culinary event in Sweden

  • We launched the “Cooking&Eating” report alongside an expert webinar, shifting the conversation from kitchen furnishings to how we actually use our kitchens. The findings sparked discussions about Polish people’s everyday habits and the social role of gathering around the table

  • And there was room for a little culinary madness! What started as an April Fools’ joke by IKEA and Chupa Chups became reality: lollipops flavoured like meatballs with blueberry sauce. We unveiled the limited-edition treat at a media and influencer event and invited customers to sample it at IKEA stores

Effect


  • Sustained media coverage over several months, generating interest far beyond traditional product-focused communications

  • Coverage across interiors, food, lifestyle, news and regional media

  • Strengthened IKEA’s image as a brand that doesn’t just furnish homes, but truly understands the everyday lives and habits of the people who live in them

  • A nomination at Złote Spinacze 2026 in the Nieruchomości, budownictwo, dom i wnętrze category

IKEA Retail

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