Combining the scale of the UK’s favourite Christmastime poultry with the deliciousness of the IKEA meatball, the Turkey-Sized Meatball is a festive centrepiece that’s likely to prompt laughter and joy.

Challenge

IKEA has everything you need to host the perfect, affordable Christmas. But no one thinks of them at Christmas. How do we get IKEA front of mind at the busiest time of the year?

Insight

Christmas is the most expensive season, in a year with the thinnest wallets. IKEA was founded on a belief that there's pride to being clever with money, ironically they call it the art of small means…

So we wanted to give people a savvy alternative to the centrepiece that costs more than a flight to its namesake… The Christmas Turkey. 

Solution

Enter the humble IKEA meatball. A feat of Swedish engineering designed to be affordable and delicious. It would be the perfect alternative to turkey if it wasn't for its modest size. 

So IKEA created The Turkey Sized Meatball. The perfect affordable Christmas showstopper. And we made a vegan friendly Veggieball Christmas Tree too.

We teased and launched this new tradition on social, prompting people everywhere to question - Was it real? Was it AI? Is it tasty or is it dry? And of course ‘WHERE CAN I GET ONE?!’ 

As the savvy alternative to turkey it was only right that these were 100% free - so we gave them away on social and in store prompting a hoard of entries.

Results

From a brand no one thinks about at Christmas, we catapulted IKEA into the limelight. Even Chaning Tatum slid into IKEA’s DMs to get clarity on if the Turkey Sized Meatball was real...

• IKEA's most shared social campaign
• 38% increase in searches for IKEA
• £2.5m+ generated media coverage