IKEA’s marketing is often surprising, and 3D printed meatballs have become the protagonist of recruitment activities?

IKEA, a well-known Swedish furniture retailer, uses3D printingtechnology to promote its latest held
Recruitment
event, a recruitment drive to fill key technical positions in the Netherlands, Sweden, Germany and Switzerland.
IKEA’s latest “Taste the Future” campaign invites candidates to participate in a unique job interview and taste a plate of plant-based3D printingSwedish meatballs, designed to appeal to a diverse range of digital professionals.
The company also announced plans to offer 50 percent plant-based meals in all of its restaurants by 2025. It remains to be seen, though, whether 3D-printed meatballs will be on your local IKEA menu anytime soon.

Pascal Pauwels, Chief Information Officer, Inter IKEA Group, said: “IKEA is at the beginning of a journey to embrace data and technology to become more affordable, convenient and sustainable in an omnichannel environment, and those with the imagination will Play an important role in this exploration. So we are looking for people who want to create a better everyday life together, and this event is a great opportunity to start a conversation.”

3D printed meatballs

IKEA’s Swedish meatballs are an iconic brand of their company, and coupled with the reputation of 3D printing, there is a certain appeal to those less familiar with the technology and its capabilities, which will undoubtedly interest potential candidates.The company’s recruiting campaign hopes to attract a variety of technologiestalentto fill the 150 positions it offers across Europe. These 3D printed meatballs will be offered to selected candidates as part of IKEA’s normal application and interview process.Karen Rivoire, head of employer branding at IKEA, said: “We are looking for down-to-earth data scientists, futurearchitectureTeachers, web guardians, unboxed engineers and common sense creators, hoping to create a better everyday life for the less affluent majority.”

△ IKEA’s plant-based 3D printed Swedish meatballs. Image from IKEA.

Speaking of the meatball itself, it is made by 3D
food
Produced by a printer that reproduces the texture, taste and appearance of the original meatballs, but without the meat. This plant-based alternative was born out of IKEA’s experimentation with new technology to make its meatballs more sustainable.
IKEA on food involved in making meatballs3D printing technologyVaguely, it’s unclear whether the company leveraged third-party technology and hardware, or developed the technology in-house. However, one would consider the former to be the most likely of the two scenarios.
Ikea already offers plant-based meatballs and traditional meatballs in its restaurants, and has pledged to offer 50% of plant-based main meals in its locations by 2025. Still, the company says it has no current plans to put 3D-printed meatballs on its restaurant menus.

It’s clear, at least for now, that 3D-printed meatballs are just a marketing gimmick for IKEA to lure the next generation of data and tech talent into its doors by getting eyeballs on this marketing campaign. More interestingly, however,3D printing technologyIt is also booming, with mainstream brands using the technology as a hook for such events.

△ 3D printed meatballs are part of IKEA’s latest recruiting campaign. Photo from IKEA.

The starring role of 3D printing in marketing campaigns

Examples of additive manufacturing as a new or revolutionary technology being used for marketing purposes abound, including a recent advertising video by the British Heart Foundation.The foundation isfundingThe development of 3D printed hearts to save children’s lives could be one of the related technologies mentioned in the recent “This Is Science” campaign, which asked for donations to “turn science fiction into reality.”Of course, the caveat for this event is that 3D printing a real heart is still a long way off. Currently, the deployment of 3D printing in this field is largely limited to patient models and tissue engineering studies.

△British Heart Foundation advertisement on the London Underground. Photo by Michael Petch.

Interestingly, behind the wave of 3D printing hype in 2013-2014, brands like Coca-Cola, Carolina Herrera, Louis Vuitton, Macy’s, Netflix, Nike, etc. adopted 3D printing in some ways as part of their omnichannel marketing strategies . Ekocycle, developed by Coca-Cola in 2014 in partnership with 3D Systems and musician Will.i.am
3D printerAs a prime example, in 2015 Macy’s backstage store also joined3D printeras the retailer tries to appeal to a new demographic of millennial consumers.

Does 3D printing’s re-emergence front and center in ad campaigns suggest another wave of hype is about to break out?

(responsible editor: admin)

IKEA’s marketing is often surprising, and 3D printed meatballs have become the protagonist of recruitment activities?

0 Comments for “IKEA’s marketing is often surprising, and 3D printed meatballs have become the protagonist of recruitment activities?”

Leave a Reply Cancel reply