Kitchen takes centre stage in new global IKEA campaign

IKEA is launching a year-long global campaign around cooking and eating at home. At the same time, the home retailer is introducing more than 200 products designed to make the cooking and eating experience more fun and accessible.

Pain points

People are cooking and eating together less often, especially in fast-growing cities, IKEA notes. Although the kitchen is heavily used, many people are dissatisfied with it. In smaller homes, space often falls short: limited storage and difficulty keeping everything organized and clean return as pain points.

IKEA wants to remove these barriers this year, to make cooking and eating enjoyable and accessible to as many people as possible. Regardless of budget, living situation or living space, the company says it wants to help create kitchens that reduce stress, support healthier and more sustainable habits and bring back the joy of eating together. The kitchen category is a key growth area for the retailer.

Practical and affordable

“For decades we have been closely following life in the kitchen, how people prepare food, share meals, live together, and how that has evolved over time,” said Fredrika Inger, Chief Product and Commercial Officer at IKEA. “This knowledge serves as the basis of our product development. Together with our designers and developers, we use those insights to create products that make life at home both practical and affordable. Kitchens that stand the test of time and grow with people, regardless of their budget.”

This year, IKEA is adding more than 200 new products, from furniture and cookware to smart storage solutions that help prevent food waste. In addition, the range includes water-saving taps to reduce water consumption, waste management systems and convenient take-home meals. At the same time, IKEA invites customers to pause and connect at the chain’s restaurants and bistros. The campaign is running in most markets with a variety of activities around cooking and eating.