ALL WORK ABOUT IKEA FROM SWEDEN TO SOCAL TO NATIONAL Faced with stagnant sales, IKEA tested an unconventional approach: they gave a relatively small ad agency, Secret Weapon, a relatively small assignment: turn around in the Los Angeles market. We identified two major challenges: 1) IKEA is only known for their modern Swedish–style furniture, which wasn't what a large percentage of the population wanted. We knew they made items that were more in line with American tastes, so we focused on those in our ads. 2) People only shop for furniture during major life events like moving, having a child, getting divorced, etc. We knew we couldn't affect the frequency of those events, so we created a new reason to buy furniture: entertaining. We suspected people would take a fresh look at their home and spruce it up if they knew guests were coming over. We encouraged them to be the host, and that spurred visits to IKEA to buy sofas, pillows, glassware, and more, resulting in a sales increase of 15% while the furniture industry was only up 3%. IKEA was so pleased with our results in LA, they awarded us the rest of the country. ©2021 SECRET WEAPON MARKETING 8675 WASHINGTON BLVD #203 CULVER CITY, CA 90232 Terms & Conditions

ALL WORK ABOUT MUNCHIE MEAL WE DO MORE THAN ADS MUNCHIE MEAL, HEHE GET IT? In 2010, the CMO of Jack in the Box came to us asking for a way to boost sales. Instead of flashy ads for the same old products, we identified a daypart (late night) that we could exploit and created an entire product line called the Munchie Meal: a happy meal for Jack’s core late night customer: the stoner, and a brand new revenue stream for Jack in the Box. To keep costs down, we created menu items out of existing product mashups and put them in a box. We designed the packaging, recommended in-store design tweaks, like lighting, music, and uniforms, and wrapped the entire thing up with a trippy advertising subcampaign featuring a puppet version of Jack. The CEO credited Munchie Meals with half the company’s sales increase for the year. PACKAGING Our creatives designed and illustrated the Munchie Meal packaging featuring Jack's puppet alter-ego & his little food friends. SOCIAL ©2021 SECRET WEAPON MARKETING 8675 WASHINGTON BLVD #203 CULVER CITY, CA 90232 Terms & Conditions