What began as an April Fools’ social tease, engaging tens of millions of consumers online, has evolved into a global activation designed to move audiences from surprise to real lollipops available in stores. The campaign runs through to June and culminates with a tasting opportunity for customers visiting IKEA stores operated by Ingka Group.
Ingka Group, the largest IKEA retailer, developed the “April Fools’ campaign” in collaboration with Chupa Chups, one of the world’s most iconic lollipop brands. The idea was to generate strong consumer curiosity and organic conversation around the world’s first meatball-flavoured lollipop on April 1. But all along the real intention was to launch a limited-edition, in-store experience, connecting playful cultural storytelling with a tangible customer activation.
“April Fools’ moments and brand partnerships are both well-worn tools. What interested us was the space between them, where cultural surprise can do real commercial work,” says Vincenzo Riili, at IKEA Retail (Ingka Group). “From the beginning, this was never about a one-day joke. The April Fools’ tease was the first chapter of a bigger story, designed to test and build demand, as well as brand love. The consumer response confirmed that people did not know they wanted a meatball lollipop until they were told they could not have one.”
The global campaign brings to life the idea that everyone can enjoy a unique taste of Sweden, not by selling a product, but by creating curiosity, conversation, and a compelling reason to visit IKEA stores.
It is built around three strategic peaks, each designed to move audiences through the funnel. The April Fools’ moment acted as a social-first ignition, fuelled by influencers posting playful, offbeat mashups of the two brands that hinted at something real without confirming it, seeding rumour and speculation before any official announcement. Supported by earned media, this phase was designed to test audience appetite for the collaboration and build intrigue.
Unlike traditional product launches, the meatball-flavoured lollipop is not sold. Instead, it functions as a traffic-driving mechanism within IKEA stores operated by Ingka Group, available only in extremely limited quantities. By making the product something you cannot simply buy, the campaign deliberately plays on intense curiosity about the flavour – the only way to taste it is to visit a physical store. Featured as a prize or giveaway within gamified in-store experiences, the lollipop becomes a reward for participation rather than a standard purchase, reinforcing value through experience, scarcity, and emotional connection.
The 360° activation spans paid, owned and earned channels, with a strong focus on IKEA Family members and owned retail touchpoints. Digital and social hero assets are supported by IKEA Family communications, influencer partnerships and PR, while in-store selfie spots encourage user-generated content and extend reach beyond the physical environment.
“Chupa Chups has always been about fun, creativity and surprising flavours,” says Martin Hofling, Global Marketing Manager, Chupa Chups. “Partnering with Ingka Group allowed us to take those values into a completely new cultural space. Transforming such an iconic savoury flavour into a lollipop is unexpected by design and that’s exactly what makes it memorable.”
Credits
- Concept Development, PR Strategy & Execution: Ingka Group
- Production of the meatball flavoured lollipops: Perfetti Van Melle
- Creative Assets: The Great Exhibition
- Influencer Activation: Billion Dollar Boy (example from April 1)
April Fools & The Reveal selected assets
*The lollipops will not be available in Sweden, Japan, India, Serbia, Croatia, Romania, and Slovenia.
*This special lollipop is not an IKEA product, but the result of a creative collaboration between Ingka Group and Chupa Chups.
