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Creative Works OOH Brand Strategy

‘No Swedish Meatballs:’ Vinterior pokes lighthearted fun at Ikea with London subway ads


By Audrey Kemp, LA Reporter

September 26, 2023 | 3 min read

Punchy posters wage war on mass-produced, lackluster furniture, opting instead for eclectic, one-of-a-kind vintage pieces.

Vinterior OOH campaign

Vinterior's latest campaign pokes lighthearted fun at a new furniture retailer / Credit: Vinterior

By the looks of the London Underground lately, it appears that the battle of the furniture brands has begun.

On Monday, Vinterior, a British vintage furniture e-retailer, embarked on an out-of-home campaign that playfully jabs at the mass-produced, ready-to-assemble wonders of Swedish homeware giant, Ikea.

Retro posters with mid-century modern flair have sprung up throughout London’s bustling tube stations. They promise furniture and home decor shoppers a quite extraordinary alternative to the less sustainable, more generic options on the market: “No Swedish Meatballs. No Instructions. No Divorce.”

Created by agency 10 Days, the cheeky campaign aims to communicate that one’s choice in home furnishings is a raw reflection of their personality, daring customers to “prove [they’re] not boring” and elevate their abodes with one-of-a-kind vintage homeware.

“We're super proud of this campaign and can't wait to see the reaction it gets,” remarked Lucy Ward, vice-president of brand at Vinterior. “We want to challenge people to consider pre-owned pieces before buying fast furniture. We're confident these adverts will get people to embrace the wonderful world of vintage with us.”

The campaign runs from September 25 until November 6.

Jolyon White, 10 Days’ co-founder, added: “We have a simple mantra when it comes to OOH: ‘Would you want to put it up on your wall? And does it pack a punch?’ This does both with style.”

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