IKEA | So good you'll think it's bad

Meals at IKEA are healthier and more sustainable than fast food meals. Plus, they’re just as delicious. However when people think about healthy meals, they don't immediately think of delicious, mouthwatering meals. That's reserved for the cheat meals and fast food of the world. 

So how can we entice people to try our new range of sustainable and healthy meals?

We draw from the tropes of ads for those “bad” meals. The cheeseburgers, the fries, the ice creams. And borrow from that visual language to create prints that at just one glance, look like a fast food ad. It looks so good and taste so good, you’ll think it’s bad.