IKEA – The 3D printed meatballs

IKEA is mainly known for flat packages, meatballs and cheap furniture. However, as the world needs to become more sustainable, IKEA has embarked on a new journey and wants to take a greater responsibility for our and the planets wellbeing. Because everything starts and ends in our homes. To do so, the development of new technology will play a crucial role. Therefor IKEA needs to recruit more people with technical skills. But unfortunately, these people don’t see IKEA as an obvious workplace. Instead, they look for jobs at startups or tech companies like Amazon, Google and Tesla. What could possibly change their minds?

3D-printed food has been around for a couple of years, yet few have tried it. So, we created an incentive that was hard to resist: A job interview lunch with 3D printed meatballs. Tech candidates that applied for a job would get the chance to try the new version of the iconic IKEA specialty, made with the latest technology. With a soy protein base which makes them 100% vegan and sustainable.

The story got picked up all over the world and resulted in more than 140 articles in 27 countries. But more importantly, IKEA showed that even their iconic meatball needs to change in order to create a more sustainable tomorrow.