IKEA's 'Together We Eat' Campaign Wants to Get to Know Your Family
Christopher Magsambol — September 18, 2015 — Marketing
References: togetherweeat & youtube
IKEA's 'Together We Eat' campaign draws more attention to kitchen and dinning table as central focal points for families.
The campaign centers on a video that shows four different types of families preparing dinner. The families shown, however, playfully stereotype the way many people get together to eat. One example is "The Socialtons," who take selfies with their food before eating. Another family depicted, "The Organic," are shown living amongst an abundance of herbs and plants, exaggerating the organic food craze.
Many elements of the fictional families IKEA creates are evident in today's modern family, albeit exaggerated. Through the use of humor, IKEA hopes to relate to the ways families get together and encourages them to share how they bond through food. The social media contest will give winners a $1,500 gift card.
The campaign centers on a video that shows four different types of families preparing dinner. The families shown, however, playfully stereotype the way many people get together to eat. One example is "The Socialtons," who take selfies with their food before eating. Another family depicted, "The Organic," are shown living amongst an abundance of herbs and plants, exaggerating the organic food craze.
Many elements of the fictional families IKEA creates are evident in today's modern family, albeit exaggerated. Through the use of humor, IKEA hopes to relate to the ways families get together and encourages them to share how they bond through food. The social media contest will give winners a $1,500 gift card.
Trend Themes
1. Kitchen-focused Campaigns - There is an opportunity for brands to create campaigns that highlight the kitchen and dining table as central gathering places for families, fostering a sense of bonding.
2. Humorous Family Stereotypes - Brands can explore the use of humor to playfully stereotype different family dynamics and eating habits, creating relatable content that resonates with audiences.
3. Social Media Engagement - Campaigns that encourage families to share their bonding experiences through food on social media platforms can drive engagement and foster a sense of community.
Industry Implications
1. Home Furnishings - The home furnishings industry can tap into the trend by promoting kitchen and dining products that enhance the family bonding experience.
2. Food and Beverage - Food and beverage brands can leverage the trend by creating products and content that align with different family eating habits and promote bonding through shared meals.
3. Social Media Marketing - Social media marketing agencies can help brands develop campaigns that encourage families to share their bonding experiences through food, leveraging the power of user-generated content.
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