IKEA // FOOD FAMILIES
How do you attempt to position IKEA as a leader in life at home, especially in and around the kitchen? Basically, we show people we get it: eating together is the best-est and IKEA has everything (including the kitchen sink) to make mealtime the best time.
We dramatized the modern family—from technology-addicted-foodies to crunchy-granola types—in a 360 campaign called Together, We Eat. We introduced these Food Families in a digital experience as well as, TV, print, and even a recipe contest. The experience, which will continue to grow over the coming year, showcases each family and how IKEA enables them to be themselves at mealtime.
The website housed a bunch of wisdoms, tips, and cinemagraphs of how each family uses IKEA in the kitchen and dining areas.
