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AD: Louise Henning

CW: Vera Tornberg




IKEA wanted to add a new meal to their menu and get more people to their department stores around the country. Well, it was february and what do swedes love more than semla (shrovetide bun)?! On fettisdagen, the 13th of February, IKEA introduced SELMA, a new dessert. You could now build your own bun with various toppings.

Every way is the right way

We handed out a typical IKEA manual to the customers to illustrate that this time, there are no wrong ways to build SELMA. We also made a short movie for social media to show the message.