IKEA

With many Canadians delaying renovation projects due to rising costs, IKEA wanted to remind consumers that a dream kitchen doesn’t have to be out of reach. The campaign needed to increase awareness of IKEA’s kitchen offering while reinforcing the brand’s position as a leader in affordable, functional design that works for real life.

Rather than relying on traditional product messaging, the goal was to inspire homeowners through entertaining, personality-driven content that showcased both the design possibilities and practical benefits of IKEA kitchens. The campaign also needed to live seamlessly across multiple platforms, combining long-form storytelling with social, broadcast and editorial content into one cohesive campaign.

We developed and produced a five-part digital competition series, IKEA Kitchen Showroom Showdown – featuring Scott McGillivray and Debra Salmoni. Scott and Debra were challenged to create their version of a IKEA kitchen showroom, based on specific judging criteria.

The series paired Scott’s practical renovation expertise with Debra’s design perspective to create content that felt informative, approachable and entertaining. Rather than simply showcasing products, each episode followed the journey of creating a dream kitchen, demonstrating how thoughtful design, expert planning and affordable solutions come together in real homes.

To extend the campaign beyond YouTube, we produced an integrated suite of content including a broadcast teaser, social content, digital articles and promotional assets that worked together across every stage of the customer journey. The result was a campaign that blended branded entertainment with practical inspiration, helping position IKEA as a trusted partner for Canadians looking to transform their kitchens without compromising on style or budget.