Ad of the Day Creativity

Ad of the Day: Ikea and WWF partner for Swedish Seedballs campaign

By Jennifer Faull | Deputy Editor

April 29, 2022 | 3 min read

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.


A film introducing the concept gives a recap on the history of the meatball and its evolution from the 1980s to today as they cater to a new creepy-crawly audience.


Ikea Seedballs

The Swedish Seedballs are available as a limited-edition initiative for Ikea Family members. And when the stores have run out, a ’Swedish Seedballs At Home Guide’ will be available for download at to help people make their own.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“It was important for us to create a campaign that could start a conversation about biodiversity, but also let people take part in the fight for more wild nature,” said Christian Mouroux, country communication manager at Ikea Denmark. “The Seedballs are a great way to do that, especially because they allow all ages to join in and get an understanding of an otherwise very complex issue.”

The work was developed by ad agency Robert/Boisen & Like-minded, with production by Gobsmack Productions.

Ikea: Swedish Seedballs by Robert/Boisen & Like-minded

By Ikea

Overall Rating 4/5

Vote now
Ad of the Day Creativity

More from Ad of the Day

View all


Industry insights

View all
Add your own content +