The Drum Awards for Marketing - Entry Deadline

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Client: Ikea
Date: May 2022
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Fancy a plate of Swedish Seedballs? That’s what’s on offer from Ikea and WWF Denmark, the brands having united for a campaign to raise awareness of biodiversity and the lack of wild habitats for endangered insects.

Together they have created a new version of the furniture chain’s iconic snack, made out of soil, clay and wildflower seeds. But rather than chowing down in the car park, they are encouraging people to take them home and throw the balls in their garden or balcony. Eventually, wild plants like corncockles, chamomile and poppies will grow to become a meal for endangered insects.