IKEA Cooked Up A Life-Sized Version Of That Tiny Table On Your Pizza

published Mar 12, 2020
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Credit: Lucy McNally; Courtesy of Ogilvy

It’s not uncommon to open a box of pizza and see one of those small white plastic tables in the middle of your pie. Now, thanks to IKEA, you can have your pizza table and eat off it, too.

The Swedish retailer, in partnership with Pizza Hut Hong Kong, has launched a life-sized version of the Pizza Saver, a simple but helpful device used to keep the cardboard box from touching your food and making a gooey mess. Much like its smaller counterpart, the full-sized piece, called the SÄVA table, features a round white top and three stilt legs.

Credit: Lucy McNally; Courtesy of Ogilvy

As if that’s not clever enough, the limited-edition table is even flat-packed into a giant pizza box.

On their end, Pizza Hut announced a new recipe that uses IKEA’s beloved meatballs as topping. They also unveiled the collaboration through two cheeky posts on Facebook; one showing a Pizza Hut delivery man sleeping in an IKEA store, and another of an executive thinking about meatball-flavored pancakes.

Credit: Lucy McNally; Courtesy of Ogilvy

Unsurprisingly, people love the silly concept so much that IKEA has sold 67 percent more SÄVA tables than expected in the first three days. 

“This is a great pizza, and this campaign really shows how collaborations can really benefit the fans—not just the brands,” said a spokesperson for Ogilvy Hong Kong, who organized the launch for the two companies.

As noted by Fast Company, this isn’t the first IKEA has teamed up with other big names, having worked with designers Virgil Abloh and Tom Dixon, as well as with brands like HAY and Sonos. Seeing as how IKEA has been massively successful with these collabs, expect them to have more soon. But in the meantime, let me just call for a pizza to go with that pizza table.