It has been two years now since Sweden’s Twitter official account confessed through a viral tweet that the recipe of their national dish was not theirs. It was King Charles XII who brought it from Western Asia back in the 18th century.
Swedish meatballs are actually based on a recipe King Charles XII brought home from Turkey in the early 18th century. Let’s stick to the facts! pic.twitter.com/JuTDEjq9MM
— Sweden.se (@swedense) April 28, 2018
At that point, all eyes were on IKEA and a possible response to their country’s official account. But that didn’t happen.
Now, two years later, we have discovered the reason why IKEA did not respond to that tweet. They were waiting to have facts to reply with. And the response has not disappointed.
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The Swedish brand has created and launched its new plant-based meatballs that have the same taste and texture as their traditional ones… and are 100 per cent Swedish. How? Because the recipe has been developed in Sweden by a Swedish Chef, Alexander Magnusson.
? NEW FACTS: Our new plant-based meatballs, with the same taste and texture as the regular ones, have been created by our chef Alex Magnusson (100% Swedish) in the early 21st century. Let’s stick to these facts now!
(We can discuss later your regular meatballs fact)
? ?? ? pic.twitter.com/7Hoj57kpE2— IKEA UAE (@IKEAUAE) March 9, 2021
Irrefutable facts to which Sweden’s Twitter official account has only been able to verify and celebrate together that their national dish is now plant-based and “again” … 100 per cent Swedish!!!
Excellent!
— Sweden.se (@swedense) March 9, 2021
Credits IKEA plant-based meatballs:
AGENCY: MEMAC Ogilvy Dubai.
CCO: Juggi Ramakrishnan.
Creative Team: Nicolás López and Fernando Montero.
Client Team Leader: Hadi Ballout.
Account Manager: Alaa Nour.
Account Executive: Haya Dajani
CLIENT: IKEA Al Futtaim
GM Marketing, Communication & Interior Design: Carla Klumpenaar.
Regional Communication Manager: Amer Yaghi.
Regional Digital Marketing Specialist: Noha Gheith.
PR and Communications Specialist: Benita Chowdhury
