If you’ve ever ordered a pizza to-go, you might have noticed a tiny plastic table, called a pizza saver, inside the box. In a cheeky campaign with Ogilvy Hong Kong, IKEA unveiled a life-size version of the furniture item in collaboration with Pizza Hut Hong Kong. The newly introduced all-white Säva table boasts three legs and a circular top emblazoned with Pizza Hut’s logo.
Each table arrives in a humorous package that resembles a pizza box and, like other products, comes with details on how to assemble the product. IKEA illustrates a step-by-step process on unpacking the different parts, assembling the legs, calling Pizza Hut, receiving the pizza and placing it on the perfectly-sized table. Both brands teased the collaboration on social media, swapping posts of a Pizza Hut delivery driver asleep inside of a IKEA store and having a eureka moment in a boardroom with others.
Earlier this week, the Hong Kong division of IKEA and Pizza Hut teased a menu option centered around the furniture and home furnishing purveyor’s famed Swedish meatballs, the Swedish Meatball Pizza. “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.
Take a closer look at the Säva table above. The table and pizza option are currently only available at Hong Kong IKEA and Pizza Hut locations.
In other design-related news, Misha Kahn is showcasing his sculptural furniture objects at New York’s Friedman Benda gallery until April.