By John Glenday, Reporter

May 10, 2023 | 2 min read

The retailer takes a back seat as the realities of parenting set in.

‘Proudly the Second Best’ acknowledges that children always prioritize time with their parents over playtime in the bedroom where Ikea holds sway.

In celebrating the relationship between children and parents the Swedish flat-pack pioneer shows the custom furnishing range which young children couldn’t care less about; such as a high chair, step stool and cot.

Carla Klumpenaar, general manager of marketing, communication, HF and retail design in UAE, Qatar, Egypt and Oman at Al-Futtaim Ikea, commented: “... humility is a value that lives in the heart of our brand. Placing parents as the first choice for their children reflects this core belief. It doesn’t matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”

Developed in partnership with David Madrid and Ingo Hamburg the family-first campaign positions Ikea as the bedrock underpinning modern family life – in addition to its cost-conscious messaging.

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