The innovative campaign allows people to re-create iconic IKEA products in food form, in partnership with Rethink, CARAT and Wunderman Thompson
IKEA's vision is to create a better everyday life at home with affordable home furnishings to truly make people fall in love with their spaces. With the holidays just around the corner many people will start indulging in all the sweet treats including the seasonal staple: the iconic gingerbread house. The homeware conglomerate knows that every year, many gingerbread houses are created, but there’s always something that’s missing especially when it comes to turning a gingerbread house into a warm and cozy home.
That’s why this December, IKEA shares an extra sweet project called the 'Gingerbread Höme'. The Gingerbread Höme will transform your existing gingerbread house with all the delicious home furnishings it needs to take it to the next level. The Gingerbread Höme will be available starting today here
. On the page you’ll find the downloadable stencils, the classic IKEA assembly instruction guide and the best part about it is there’s no allen key needed. You will be able to re-create iconic IKEA products including the classic STRANDMON chair, the MALM bedframe, the BILLY bookshelf and more.
To launch the Gingerbread Höme, IKEA collaborated with four influencers across Canada who will share their gingerbread creations on their own channels starting on 14th December. It's also launched across Instagram, Facebook and the IKEA Family Newsletter which will be sent to loyalty members this Friday.
Additionally, IKEA Family members will also have their chance to win the exclusive Gingerbread Höme stencils as well as a $100 gift card. The contest will run the entire month of December and one prize (gift card + stencils) will be awarded per store. To enter the contest, customers will simply scan or enter their IKEA Family card at checkout for a chance to win. To learn more, you can click here
to read about the content details.
The project was brought together in partnership with Rethink who lead the creative, with CARAT supporting the media buy and Wunderman supporting IKEA Family contest.