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While affordability concerns continue to capture the hearts and minds of Canadians, IKEA continues to pass along savings to shoppers with more investment into lowering prices on even more products and rolling out entertaining advertising to promote the commitment.

Clever advertising creative that reinforces the brand's commitment to help Canadians find well-designed, affordable solutions that also help them to enjoy a better everyday life at home, begins to land on broadcast, out-of-home, digital and social media nationally from January to April 2025.

In keeping with the brand's playful tone and manner, the new advertising creative from Rethink uses tropes from high-end lifestyle brand advertising to celebrate the high quality and accessible design of IKEA products. IKEA Canada's new 'Actually, it's IKEA' campaign initially mimics aspirational brand ads but ultimately reinforces the retailer's commitment to making great design accessible to the many. The series of advertising spots are disguised as luxury brand ads, before Jonas, the iconic Swedish brand voice, cuts in to announce that 'Actually, it’s IKEA', as the IKEA product’s low price is revealed on screen.

"Our products and home furnishing solutions bring joy to people every day and have helped millions to fulfil their dream of a beautiful and affordable home," notes Selwyn Crittendon, CEO and chief sustainability officer at IKEA Canada. "As Canadians continue to be extra cautious about their spending, we remain committed to supporting them with incredible value for money across our range."