Among the many things we are getting up to in this time of contagion and physical distancing is a) taking care of projects around the house, and b) ordering in food from hard-hit local restaurants to help keep them afloat.
Luckily, we can now combine these two tasks into one, with news from ad firm Ogilvy Hong Kong: Swedish furniture behemoth IKEA and pie-slinging chain Pizza Hut have joined forces to create the Säva, a full sized table that is a dead ringer for the white plastic “pizza saver” we’ve all seen defending our delivery deep-dish.
The table comes flat-packed (naturally!), and the assembly instructions include a suggestion to order a Swedish meatball pizza from the Hut (like the table, also only available in Hong Kong). When you place the boxed pizza — and its pizza saver — on top of the Säva, it forms a recursive loop, much like the Land o’ Lakes butter packaging. Pizz-ception, if you will!
It’s hard to find info on this table that isn’t a rehashed press release, but I did dig up an interesting tidbit: that “the campaign has already proven successful, with the IKEA x pizza hut pizza selling more than 67% of the projected units.” That’s a lot of financial investment in a visual joke…
Sure, it’s a publicity stunt for both companies. But I was won over by the whimsy inherent in making a real-life version of the table my kids repurposed and sat their action figures around way back when. And, I think we need more whimsy right now. More whimsy, and always, more pizza!