During the COVID pandemic, when store traffic was at an all time low, IKEA needed a buzzworthy way to keep brand love and loyalty high. So how do you remind customers why they love IKEA when they can’t step foot inside their stores? Bring the store to them.
Enter the HUVUDROLL. Every loyalty sign up was mailed this limited edition candle straight to their home, bringing with it nostalgic notes of garlic, onion, and of course, meat.
My role: Strategic Lead, Consumer Research, Creative Briefing, Comms Planning
Press:
The Team:
Creative Direction: Sho Matsuzaki
Account Team: Tillie Fell & Jessa Gianotti