In the midst of the coronavirus outbreak, some important news may have eluded you: Ikea has started to produce tables that look like those plastic separators that keeps the pizza lid from sticking to the cheese. The idea to create a full size pizza table is part of a collaboration between Ikea and Pizza Hut.

The collaboration was brought together by Ogilvy Hong Kong. The SÄVA table will even arrive flat-packed into a special pizza box. Now that is adorable.

Meanwhile, on the Pizza Hut side of the collaboration, the restaurant chain is selling pizzas topped with Ikea’s Swedish meatballs. The perfect Italian-Swedish-American dinner treat.

John Koay, ECD at Ogilvy Hong Kong, said in a statement: “We’ve been absolutely thrilled to see the launch of the new Pizza Hut x IKEA pizza with a fun, cheeky campaign that has proven to be quite popular with the fans already on the first day! This is a great pizza, and this campaign really shows how collaborations can really benefit the fans — not just the brands.”

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The table has been a runaway success, selling 67% more tables than anticipated within the first few days. Brand collaborations are nothing new, but this one certainly does provide a large dose of whimsy. As pizza and Ikea feature heavily in the lives of students, this table could become a classic piece of furniture for years to come.

|March 12, 2020