IKEA In store banner

Client:

IKEA is a home furnishing retailer that emphasizes its Swedishness and clever, affordable design. Appealing to ‘the many’, its core audience is women aged 20-35.

Challenge:

To highlight free instore samples while also educating British customers about Swedish traditions.

Solution:

The copy strategy focused on the celebration of the humble cinnamon bun, letting the pastry and its Swedishness take center stage. Paring the Swedish word “fika” with break, made the meaning of the word clear, allowing the customer to learn the cultural context and see the benefit of the event right away.