IKEA Danmark, WWF Danmark
In Denmark, the biodiversity crisis is in full bloom. Only 1% of the country is wild nature and because of old traditions, most gardens are trimmed to perfection. But a perfect garden isn’t perfect for endangered insects. They need more biodiversity to survive.
IKEA's vision is to create a better every day for the many. And a greener, more sustainable every day is a better every day. That’s why IKEA teamed up with WWF through an initiative called Denmark’s Wild Gardens. With a three-year effort, the two brands aim to inspire more Danes to rewild their gardens. Our brief was to activate IKEA and WWF’s initiative and get the Danes talking about biodiversity.
So we took the most iconic IKEA product of all time, Swedish Meatballs, and made a new version - Swedish Seedballs, the first-ever IKEA meal for insects. A tasty bite that we knew would attract attention and could get Danes of all ages engaged in rewilding.
The campaign launched through IKEA’s channels and in IKEA stores across Denmark, where 15.000 Seedballs were given out to IKEA Family members as a limited edition product. Additionally, we held open workshops in stores on how to make Swedish Seedballs at home and even launched the recipe online and through PR. All elements led to a campaign website, where people could commit to the cause by donating the number of square meters, they were able to rewild and receive more tips and tricks on biodiversity. And as a part of the initiative, IKEA even rewilded +30.000 of their own square meters.
- +750 PR mentions
- 38 million earned media impressions
- 4.002.815 square meters donated to rewilding on danmarksvildehaver.dk