Ikea pop-ups to promote family-themed campaign

Ikea's new family-based campaign
Ikea's new family-based campaign

Ikea will be launching a series of pop-up areas nationwide as part a new brand campaign called Bringing the Family Together.

The campaign, which begins on 21 October with the help of creative agency BWP Primal, will encourage adults and children to spend time together.

Shoppers will be able to visit pop-up areas with their children in major towns where there are Ikea stores. They will be able to make tin-can robots, listen to a storytime classic, or try some giggle yoga.

Peter Wright, Ikea UK and Ireland marketing manager, said: "We want to show that Ikea understands how people live at home, what challenges the home has, especially when the home needs to work for both children as well as adults.

"This is where we believe we have the knowledge and solutions, our range of products are designed to let children and adults be together, whether it’s having fun, socialising or being creative, it is possible to make the home to work."

In addition to the pop-up areas, the campaign also features a three-minute day in a life documentary of the Lim family on the website, created by agency Mother.

It shows a regular family inviting family and friends around for a Sunday dinner, looking at the stresses of the household, and how Ikea furnishings can help the children get involved in preparing the dinner and getting around the table to eat.

The theme of the campaign will run in shopping areas, throughout the website and via an online brochure, which contains fun and handy tips for parents and children to enjoy time together.

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