IKEA Al-Futtaim capitalizes on the beautiful mess caused by pets to promote affordability
Posted on 2024 Mar,29  | By ArabAd's staff

As the pet market surges, Al-Futtaim IKEA introduces a campaign showcasing pet-related home mishaps to underscore the affordability of its products.

With the pet care sector in the UAE soaring to a valuation of $300 million and approximately 1.5 million pet "parents" residing in the country, according to insights from the recent Pet World Arabia exhibition in Dubai, the significance of pets in homes is undeniable.

In Al-Futtaim IKEA's mission to “creating a better everyday life for the many people”, one of the world's most popular furniture brands realised that homes are also composed of extra members, as pets have become cherished additions to households worldwide.

This new trend brings along new situations at home. Because on top of the unquestionable love four-legged buddies give in homes, they often also mess them up.

IKEA decided to tap into those little accidents that every pet owner can relate to and launched a campaign portraying everyday products smashed by cute pets. 

The campaign, created by INGO Hamburg, showcases common items pets might knock over: a CHIAFRÖN plant pot, a FÄRGRIK mug, a KÄRLEKSGRÄS cushion, and a STILREN vase. It features dogs and cats in common pet-owner situations, playfully smashing various IKEA products.

Through these ads, IKEA smoothly integrates the chaos of everyday life with the accessibility of its products, as these ads reassure pet owners that replacement won't break the bank. 

Indeed, through the tagline “Don’t worry, you can afford it," the brand gives reassurance to the audience, implying there’s not much to worry about because getting a new one at such an affordable price makes it an easy fix.

Carla Klumpenaar, GM Marketing, Communication & Interior Design, highlights: "For the past few years we have noticed a growth of pets in households in the region and we wanted to introduce this topic through this campaign for the first time. Over the next few days, we will also launch a collection of household products for pets".

The campaign will be showcased across the region in out-of-home, digital screens, print editions and in the brand’s social channels.