Earlier this spring, we sent meatball lovers crazy when we announced the DIY meatball recipe for fans who couldn’t get their hands on their favourite IKEA dish during lockdown.
Last month we sent meatball fans into a spin once again, as we launched a plant-based version of the iconic Swedish dish. Looking and tasting just like the meat alternative, the new plant balls have the added benefit of having just 4% of the climate footprint of the original meatball. We started off by bringing this to life through photography, capturing images of a tower of 24 plant balls alongside one of the traditional meatballs – highlighting just how many plant balls you can enjoy while having the same climate impact of eating just one meatball.
Then, it was time to take the news to media. And, it’s fair to say, they lapped it up. The news broke with a PA bomb, going far and wide with over 100 pieces of regional coverage. But it didn’t stop there, with over 165 pieces of coverage (and counting), and the team landing features on the likes of Metro, Evening Standard, Mail Online, Daily Mirror, and a fantastic taste-test piece on HuffPost.
And the hard work continued – to show how versatile and delicious the new plant balls are, we also worked with six high profile influencers to create mouth-watering recipes using the plant balls. From @onehungryasian’s plant ball sub to @shisodelicious’s creamy polenta with summer veggies, our influencers created a huge variety of content encouraging people to try them out for themselves at home. Launch done, now pass us the Lingonberry!
