The Results

Crayfish Consumed
2.5 tonnes
Media Reach
3.77 million
IKEA UK facebook fans

The Brief

As IKEA prepared to celebrate 25 years in the UK, the brand was looking for a fun event that would bring together all of its stores in the UK and Ireland – as well as engage customers nationwide with the company’s Swedish heritage.

The Solution

Taking its inspiration from the Swedish tradition of the crayfish party – an annual Scandinavian celebration to mark the start of the crayfish season – Guinness World Records inaugurated a record title for the Largest crayfish party across multiple venues. To coincide with Sweden’s seasonal celebrations, IKEA’s 18 stores across the UK and Ireland hosted a simultaneous crayfish party for 4,967 customers adorned with traditional decorations and attire.

The night was a massive success with everyone getting into the Swedish spirit, adoring themselves with the crayfish decorated paper hats and bibs and tucking in to some great Swedish dishes.

— Beverly Aithwaite - Range and Purchasing Manager - UK IKEA