• by Sarah Mahoney , 8 hours ago

When Nickelodeon decided not to renew "The Tiny Chef Show," featuring the popular (and almost impossible to understand) stop-motion character last year, fans were stunned. Ikea recognized big brand potential in the wee herbivore, scooping him up for an ad campaign and miniseries that shows off the retailer’s kitchen wares and its rising plant-based ambitions.

“We are excited to partner with Tiny Chef, showing people that plant-based eating should be joyful, creative, and full of flavor, not just better for the planet,”  said Lorena Lourido Gomez, global food manager at Ikea Retail, in the announcement. “We believe this partnership will bring a smile, while inspiring people to try something new."

The company plans to release three new episodes this month, focusing on Tiny Chef’s knack for turning simple meals into moments of happiness.

The effort coincides with the launch of Ikea’s plant-rich falafel ball, sold in the chain's restaurant in both adult and children’s portions

The first installment follows Tiny Chef as he goes shopping, filling his miniature blue bag with spatulas. When he sits down to a post-shopping lunch at the store’s restaurant, he finds a job application. In installments throughout the month, the six-inch-tall star will serve as an ambassador for the falafel balls and join the restaurant team.

A spokesperson for Ikea tells Marketing Daily that the partnership didn’t come through an agency but rather via a direct connection with Tiny Chef Productions, following the show’s cancellation. “From that first conversation, there was a genuine mutual enthusiasm,” the spokesperson says.

She adds that the focus on food and the falafel ball recipe play into the core role eating has in the brand’s identity. The retailer opened its first in-store restaurant in 1960, and the restaurants continue to be popular. “It’s a key reason many people visit, drawn by their love for our unique Swedish food offerings,” she said.

Ikea restaurants serve 600 million meals each year. Its Swedish meatballs have been on the menu for 40 years, and it is expanding plant-based menu options.

The campaign also builds on Ikea’s research finding that many younger people are curious about plant-forward eating, but don’t know where to start: Only 15% of people under 30 regularly eat plant-based meals. “With Tiny Chef, we hope to encourage more accessibility to and curiosity for plant-based cooking,” the company says in its announcement. “We want to make sustainable choices that feel fun, doable, and inviting.”