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IKEA Canada has launched its latest creative campaign titled 'Spot the Difference' which highlights quality home furnishing items at affordable prices. The campaign from Rethink creatively focuses on two identical images on a red background, but the only difference is one of the images spotlights a new, lower price point. The campaign focuses on simplicity, spotlighting lower price - showing that IKEA prices are changing, but its products aren’t. It’s playful, engaging, and visually straightforward. The campaign is anchored by OLV, but also features OOH, social, and digital placements. The campaign will highlight IKEA Democratic Design classics including the KALLAX shelving unit, the LACK table, to everyday essentials like the MILLBERGET swivel chair, and home furnishing accessories.

The campaign reinforces IKEA Canada’s commitment to lower prices with clever radio spots. The radio spots feature the voice of ‘Jonas’ spotting the difference on IKEA Canada’s new lower prices through audio, with Jonas’ signature Swedish accent – making the radio spots fun, playful, and engaging. 

'Spot the Difference' supports IKEA Canada’s long-term journey throughout 2024 where we invested $80M to reduce prices on over 1,500 items. This investment in price reductions is a significant milestone in IKEA Canada’s ongoing commitment to being an accessible home furnishing retailer with a focus on functional, high-quality products and services available at affordable prices.

“We know that in Canada, the cost of living and affordability is more important than ever as many Canadians face rising living costs and increased inflation” said Jonelle Ricketts, head of marketing at IKEA Canada. “Through this campaign and as part of our price reduction journey, we’re showcasing IKEA Canada’s commitment to affordability and our vision of creating a better everyday life at home by taking price reductions on IKEA products Canadians love most.”