written by: Li Pun Wah, Rachel

When every company/brand is claiming moral high grounds in corporate social responsibility (CSR), what makes one stands out? Social awareness of millennials is mounting. Their purchase decisions are sometimes associated with the CSR initiatives of big brands/companies, fair trade, sustainable sourcing and recycling, for instance. IKEA, a top-of-mind household furniture brand originated in Sweden, is recognized for its effort in creating a better everyday life for many people, with its consistent brand message of harmony and sustainability across communication campaigns.
That’s why many people cannot stop loving IKEA, because the brand says powerful values by literally living them.
In the video ad launched late July, IKEA presented the prevalence of food painting in pre-revolutionary period in France, showing fierce competition existed between painters who tried to gain appreciation from people. The video ad ends with a father snapping table full of food in different angles, while his wife and daughters waited impatiently to begin eating until the “food photographer” finished his masterpiece.

That’s why many people cannot stop loving IKEA, because the brand says powerful values by literally living them.

In the video ad launched late July, IKEA presented the prevalence of food painting in pre-revolutionary period in France, showing fierce competition existed between painters who tried to gain appreciation from people. The video ad ends with a father snapping table full of food in different angles, while his wife and daughters waited impatiently to begin eating until the “food photographer” finished his masterpiece.

Screenshot from: https://youtu.be/2BXRGzjo1_Q

I hope some of my closest friends see themselves in the 17th century version of Instagram and Snapchat. We cannot thank IKEA enough for depicting the impatience and frustration we experienced frequently. Our “foodie” friends are giving multi-angle shots for the hot served prime rib, and at the same time crafting a beautifully written caption on Facebook describing the juicy and tender pork meat. It almost becomes a competition fighting for likes and views once the masterpiece is uploaded on social media. Sounds familiar? IKEA’s move is to call for cherishing the time being together with our important others that brings real joy of eating. What’s not to love the brand which embraces something we desire?

The Swedish furniture brand takes harmony and sustainability in a house seriously. IKEA says a lot in their communication campaigns, and they mean it. Other than happy family meal time, IKEA presents in their French ad the heart-warming moments between a mother and son shopping at IKEA. For sustainable environment, it sells indoor gardening system to catch up the trend of self-growing vegetables as seen on Facebook recently. Cheerful, honest and responsible men are certainly dreams for women, consumers for sure seek and attach to brands with such qualities too. IKEA is apparently not an exception.

Screenshot from: https://youtu.be/JGkmvZqqr6I

The ad conveys very clear message, “It’s a meal, not competition.” Perhaps a possible flaw of IKEA’s creative ad is the brand is not recognizable until the very end when the IKEA logo appears. However, the case, the video ad still gained over 8 million views on YouTtube. One suggestion to IKEA to boost the viral effect further, is to practice/promote “mobile-less meals” in their own cafe chains. It would be a talking point for the public as customers could really enjoy signature IKEA dishes with their close friends without disruption.

Screenshot from: https://youtu.be/2BXRGzjo1_Q

 

You pay for the world you want to live in. IKEA is definitely a brand that practices harmony and sustainability desired by our Earth, and making great effort to provide a world that we want to live in.