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Creative Creative Works Cost of Living

Ikea responds to cost of living crisis with ad in UAE showing prices unchanged


By Amy Houston, Senior Reporter

February 6, 2023 | 3 min read

The Swedish furniture giant has launched a print campaign in Dubai to highlight how its products have cost the same there since 2020.


Ingo's campaign for Ikea Al-Futtaim / Ingo

Three new print ads from Al-Futtaim Ikea show items from its stores alongside the strapline: “Inflation made [product name] even more affordable.”

The work marks the first time the Stockholm and Hamburg branches of creative agency Ingo have launched an Ikea campaign together. Its global chief creative officer, Tobias Ahrens, said: “Ikea is an iconic client that stands for affordability as well as great communication. We are excited to launch this media-neutral campaign that talks about a relevant global topic in a way only Ikea can do.”

In October 2022, Retail Week reported that the homeware store had raised its prices by a whopping 80% from the previous year. Soaring manufacturing costs had resulted in products such as its Jokkmokk dining table and chairs going from £99 to £179 in the UK.

“As a company, we understand the importance of affordability in today’s economy. With this campaign, our goal is to remind consumers that Al-Futtaim Ikea is committed to keeping prices low while still providing well-designed functional products,” said Carla Klumpenaar, general manager of marketing, communication, home furnishings and retail design at Al-Futtaim Ikea in UAE, Qatar, Egypt and Oman.

“We want to showcase the efforts we make to ensure that our products remain accessible to everyone and make a better everyday life for more of the many people.”

The campaign will be amplified with in-store activations, print editions around Dubai and across various social channels.

Creative Creative Works Cost of Living

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