In September 2022, a sophisticated Russian disinformation campaign targeted the Swedish company IKEA. The incident, sparked by a minor price increase of hotdogs in their Swedish outlets, escalated into a significant public relations crisis due to manipulative online activities attributed to Russian influence operations. This campaign had substantial strategic, financial, and reputational consequences for IKEA.
Introduction to #korvgate, the Russian disinformation campaign against IKEA
This case provides insight into a Russian-targeted disinformation campaign against IKEA, highlighting corporations’ new vulnerabilities to foreign disinformation operations in the digital age. The focus revolves around a seemingly trivial price increase in IKEA’s hotdogs in Sweden, which escalated into a significant online controversy manipulated by Russian disinformation efforts to spread disinformation. The aim was to stir public unrest, divide the Swedish public, and discredit Ikea’s reputation.
By examining the details and implications of this orchestrated backlash, we highlight modern corporations’ vulnerabilities to disinformation campaigns in the digital landscape, where information warfare can have tangible financial and reputational damages.
Background and setting for the Russian disinformation campaign against IKEA
IKEA, known for its affordable furniture and home goods, also offers famously inexpensive food items at its in-store cafeterias, including meatballs. Following IKEA’s new sustainability strategy, where the sustainable option should always be the cheapest, the price of hotdogs was temporarily raised from five to seven Swedish Kronor. At the same time, the price of vegan sausage was lowered. This minor change would typically not elicit widespread outrage. However, the reaction to this adjustment was swift and disproportionately explosive, and IKEA decided to roll back the change.
The Russian government spreads disinformation to achieve its goals in many different areas. They had a large disinformation operation in connection with the 2016 United States presidential election. Additionally, when they invaded Donbas, they did so under the false pretext of protecting ethnic Russians in Eastern Ukraine. Consequently, the IKEA incident can be seen as part of a broader pattern of disinformation campaigns, including fake news and conspiracy theories, but this time targeting a specific corporation.
Specifics of the fake news stories in the disinformation campaign against IKEA
During the day of the new price announcement, a surge in online activity was noted, with numerous accounts expressing outrage over the change. This reaction was peculiar, given the absence of genuine customer complaints. Media outlets like Aftonbladet, Expressen, and TV4 referred to the hotdog pricing as a “shock,” yet no actual customers interviewed found the price increase unreasonable, even in light of general inflation. Among the content spread online, there was a notable presence of fake news and conspiracy theories, suggesting some of the outrage was based on these unfounded claims about the company's motives and operations.
A deeper analysis suggested that the uproar was not a spontaneous customer backlash but a coordinated disinformation campaign leveraging social media manipulation tactics. Profiles involved in the outcry, such as @BlueHunter789 and @spacebaby, were later linked to foreign influence operations, notably from Russia.
This disinformation tactic is part of a broader hybrid warfare strategy where digital channels are exploited to manipulate public perception, create discord, and circulate conspiracy theories about bioweapons research, false flag operations, and various other fabricated claims aimed at manipulating public opinion and sowing division.
Example content from the Russian disinformation campaign on social media platforms
The content connected to the Russian disinformation campaign was in the form of fake tweets published by bots. The content was written in Swedish and tailored for this specific use case since it actively referenced the original IKEA press release.
Analysis of Tactics and Motives
The strategy behind the disinformation campaign targeting IKEA appears to be twofold:
- Undermining Corporate Reputation: The campaign aimed to pressure IKEA to reverse its decision by creating a false narrative of widespread disinformation content, undermining its authority and decision-making process. Russian disinformation campaigns have repeatedly targeted IKEA due to its progressive nature.
- Stirring National Sentiment: The campaign leveraged a cultural icon—the IKEA hotdog—to stir national sentiment and create disproportionate outrage over a minor issue. Social media platforms played a crucial role in spreading this disinformation, highlighting the strategic use of traditional and non-traditional media to control narratives and disseminate false and misleading content. Disinformation in this context serves larger geopolitical aims by destabilising public trust in national brands and sowing division within society.
An example of an entity behind such tactics is the Internet Research Agency (IRA), connected to the Russian government. The IRA is known for using false accounts to deceive and manipulate public opinion through extensive propaganda and disinformation campaigns.
Response and Lessons Learned
IKEA’s initial response was to revert the price increase, a move that, while pacifying the immediate backlash, was seen as a win for the orchestrators of the disinformation campaign.
It is unclear if IKEA was aware of the extent of the Russian disinformation campaign targeting them. Their actions suggest they interpret most online conversations as authentic customer reactions.
This incident highlights the need for corporations to develop robust mechanisms to effectively identify and respond to disinformation and other information manipulation efforts.
It’s crucial for companies to:
- Invest in digital literacy for employees and tools to detect and counteract disinformation, including countering disinformation efforts. Organisations must stay informed about the tactics used by the Russian government and other actors that actively spread disinformation.
- Maintain transparency with their customer base to foster trust and resilience against potential disinformation and fake news.
- Stand firm on corporate decisions that align with their values rather than succumbing to manufactured pressures.
Conclusion
This campaign had significant strategic, financial, and reputational consequences for IKEA. The case is a clear example of foreign disinformation operations. Companies are not only economic entities but also players on a geopolitical stage where information is a critical asset and vulnerability.
The role of mass media in spreading disinformation, often manipulated by government entities to enforce their narrative, underscores the complexity of this challenge. As disinformation becomes more sophisticated, understanding and mitigating its impact is essential for the stability and integrity of corporations and national interests.
