At Holland's biggest fair, The Huishoudbeurs, over 230,000 women carry around numerous bags with an average weight of seven kilos. This meant it was the ideal place to promote Ikea's Picking & Delivery service.

We enrolled 120 charming Swedish hunks, with Ikea branded bags, to carry women's shopping for them at the fair, taking their goods back to the train station, the bus terminal, or their cars. Awareness for the service went through the roof, and lots of women went home smiling.

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