Besides the iconic and popular meatball of IKEA we needed to present the plant ball as the brand-new looks-like-meat, tastes-like-meat alternative of the iconic product arousing the interest of the many people, while meat lovers often consider plant based substitutes as a poorer, less tasty options. We wanted people tohave a bite while informing eco-conscious consumers on the less environmental impact. The internal objective of the campaign is to provide full informationon the new plant ball to employees so that many of them want to taste it and may become product ambassadors.

The campaign also aimed to highlight that the climate footprint of the plant ball, that is only 4 per cent, which could encourage eco-conscious consumers to buy.

We presented the new product with all its advantages, positioning it as a meatless alternative to the meatball but not a vegan product because the target group is much more extensive than the vegan community. Sustainability without sacrifices. We used internal communication tools: Blind-testing at canteen;Sustainable food quiz on internal online platform. Extensive media campaign supported our efforts:  Press relations (press release, interviews, infographic, coordination of HU journalists); Pressevent with roundtable discussion and live cooking show at IKEA with a meat lover gastro influencer; Paid media partnership with popular gastro portal, recipe videos; Influencer cooperation; NGO cooperation (Heroes of Responsible Dininginitiative).

10+ tier journalists and bloggers attending at event

30+coverages

Interviews with IKEA co-workers (eg.: Forbes)

Share of IKEA speakers in comparison of overall clippings in media: 78%

Total organic reach for influencer channels: 1 000 000+