Ikea releases Corgi-dog holder viral for the Jubilee

By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Friday, 01 June 2012 12:05PM

Ikea is getting in on Jubilee fever with a new viral that promotes the brand's hot dog holder, which has been transformed into the shape of a Corgi.

Ikea: Queen's Diamond Jubilee inspires Corg-dog holder promotion

The viral, created by Lida, shows a Guardsman secretly eating a hot dog out of the flat-pack 'Corgi dog holder'. Although he eats the hot dog with precision, it leaves a tell-tale smear of mustard on his mouth.

The viral ends with the line, "Celebrate the Jubilee with the most regal of snacks. One can try a Corgi dog in selected stores until 10^th June".

Consumers who buy the snack wrapper will receive an offer of £15 off when they spend more than £75 at Ikea.

Markus Weichselbaumer, relationship marketing manager, Ikea, said: "We wanted to help get the country excited about the Jubilee celebrations with an initiative that combines Britain's love for our famous Swedish hot dogs, and the iconic royal pet. The result is the 'Corgi Dog'."

Art director Spencer White worked on the ad, with copywriter Andy O’Carroll and planner Rory Smith. The director was Ian Anderson.

Earlier this month, Lida created a bespoke microsite for Ikea as part of a Facebook and Pinterest campaign to draw attention to its first Indian-inspired range.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es

This article was first published on campaignlive.co.uk