You know, that little white plastic thingy in the middle of your pizza.

By Mike Pomranz
Updated March 12, 2020
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This collaboration may not be the most glamorous—it’s not an insanely fashionable Oreo—but the fun factor is off the charts: In a practical partnership, Pizza Hut and Ikea initially teamed up to create a pizza topped with Ikea’s signature meatballs; but from there, they kicked things up a notch by teasing a new piece of furniture, humorously named “SÄVA”—a table that looks like the plastic pizza saver that protects your pie in a Pizza Hut box.

Ogilvy Hong Kong

This extremely limited-edition table—billed as “a classic piece of Swedish flat-pack furniture” that is “easy to assemble and clean after you smear delicious tomato sauce on it”—even comes packaged in its own oversized pizza box emblazoned with the Pizza Hut logo. And despite the odd inspiration, it still feels fitting alongside Ikea’s usual furnishings. The only real downfall is that—disappointment alert—all five of these tables that have been produced appear earmarked for “a lucky few” in Hong Kong. That said, if you live in Hong Kong, the price is right: free.

Ogilvy Hong Kong

“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,” Wendy Leung, Pizza Hut Hong Kong’s marketing director, said in an announcement.

Meanwhile, the headline stealing pizza saver table appears to be working to help sell actual pizzas. Ogilvy Hong Kong—the ad agency behind the campaign—says the new Ikea meatball-topped Pizza Hut pizza sold 67 percent better than expected over its first three days after debuting in Hong Kong locations last week. “We’ve been absolutely thrilled to see the launch of the new Pizza Hut x Ikea pizza with a fun, cheeky campaign that has proven to be quite popular with the fans already on the first day!” Ogilvy Hong Kong’s Executive Creative Director John Koay stated. “This is a great pizza, and this campaign really shows how collaborations can really benefit the fans—not just the brands.”

Courtesy of Ogilvy

That said, the fans will probably feel even more benefitted if they start mass-producing these tables and selling them here in the U.S.!