Al-Futtaim IKEA Campaign Highlights Products That Have Become More Affordable Due to Inflation

Al-Futtaim IKEA is fully aware of the economic challenges that many of its customers are facing. With the aim of creating a better everyday life for more of the many people, the region’s leading Swedish retailer is making a conscious effort to maintain current prices providing affordable and sustainable home furnishings to its customers. 

“As a company, we understand the importance of affordability in today's economy. With this campaign, our goal is to remind consumers that Al-Futtaim IKEA is committed to keeping prices low while still providing well designed functional products. We want to showcase the efforts we make to ensure that our products remain accessible to everyone and make a better everyday life for more of the many people”, says Carla Klumpenaar, IKEA’s Al-Futtaim GM marketing, communication, HF and retail design in UAE, Qatar, Egypt and Oman.

Hence, for Al-Futtaim IKEA, it was important to highlight the several products that have had no price changes overtime and remained affordable. More than 80 products in total have not been affected by price increases which includes SUNDVIK, STRANDMON, GULLIVER and LACK.

Together with INGO The Agency (Hamburg and Stockholm), the Swedish retailer came up with a campaign that is built on the fundamental principles of macroeconomics. Inflation is a sustained increase in the overall price level of goods and services in an economy over a period of time. If a company doesn't raise the prices of its’ products in line with inflation while similar types of products in the market are increasing, products will effectively become more affordable to the consumers. 

Tobias Ahrens, global CCO of INGO The Agency, said: “IKEA is an iconic client that stands for affordability as well as great communication. We at INGO the agency are excited to launch this media-neutral campaign that talks about a relevant global topic in a way only IKEA can do.”

The campaign will be seen in different out of homes, in-store, print editions around Dubai as well as its social channels in UAE and Qatar. 

Al-Futtaim IKEA provides affordable and sustainable home furnishings to the many people. It does this by investing in innovative design and engineering, prioritising sustainable materials and manufacturing processes, and operating on a low-margin, high-volume business model.

Additionally, Al-Futtaim IKEA conduct’s life at home studies to understand customer needs and regularly introduces new products that match different styles, needs, and budgets. Its commitment to affordability and sustainability also extends to all aspects of the business, including the supply chain and logistics, and social and environmental initiatives.