Ikea continues to promote 'Wonderful Everyday' ethos with new kitchens campaign
Ikea is continuing its crusade to get people thinking differently about the way they live at home with its latest ‘Wonderful Everyday’ creative celebrating the heart of the home, the kitchen.
“We spend a great deal of time and money planning a wonderful two week holiday, but pay little attention to the things we do in the other three hundred and fifty one days of the year, and this is what we’re really curious about - the everyday,” explained Peter Wright, Ikea UK and Ireland marketing manager.
Debuting Good Friday (18 April) the creative explores and celebrates life in the kitchen and coincides with the launch of Ikea’s new METOD kitchen system, which has been developed from a broad range of insights gained through home visits and workshops from around the world.
Wright added: “We know that the kitchen is the busiest and most pressured room in the home, so when it doesn’t work, we really feel it. But when it works, and it works for everyone in the family every single day, the busiest room is the best too. The new flexible METOD kitchen system goes much deeper than style alone, as it has been designed and developed to enable people to live the way they want to.”
Created by Mother the TV advert shows a busy family kitchen on a carousel where everything is happening quickly, but somehow moving in tandem. Three versions of the advert have been produced, with 60 and 30-second iterations running until 27 June.
In addition to TV advertising Ikea will use social listening for the first time as part of an integrated campaign to continue to research and listen to people’s dreams and frustrations in the kitchen and support Ikea in it is own kitchen development.
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