IKEA has partnered with Pizza Hut Hong Kong for a cheeky release centered around the intriguing miniature "table" found in pizza boxes. The Scandinavian furniture store is selling a life-size version of the table at select locations in Hong Kong.
According to designboom, the table, which is referred to as the Säva, serves to complement a new Pizza Hut pizza, which features IKEA's beloved meatballs. Adhering to the overall theme of the collaboration, the Säva comes packaged in a special edition pizza box.
"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.
IKEA and Pizza Hut have called on Ogilvy Hong Kong to create the coinciding campaign for the collaboration. You can get a look at one of the ads below.