Twins? Triplets? IKEA and Blue Rewards Have Got You Covered

Discovering you’re expecting a child is life-changing. Discovering you’re expecting twins or triplets? That’s a whole new level of surprise — and pressure. For many parents, the excitement quickly turns into questions: Can we manage this? Can we afford it? What should be a joyful moment can start to feel overwhelming. And that’s exactly when a little extra support can make all the difference.

Recognising the unique emotional and financial challenges of growing families, Al-Futtaim IKEA and Blue of Al-Futtaim, in creative collaboration with MullenLowe MENA, have launched a heart warming initiative that turns surprise into celebration — by gifting free IKEA cribs to families expecting twins or triplets, because having twins or triplets should be twice or thrice more rewarding.

From April 17 to 30, parents can apply by emailing their sonogram and contact details to ikeabundle@mybluerewards.com. Eligible applicants must be Blue of Al-Futtaim members. Families expecting twins will receive one free crib, and those expecting triplets will be gifted two cribs. A total of 20 families will be selected to receive this thoughtful gesture.

“At Al-Futtaim IKEA, we believe in being there for life’s biggest moments – especially the ones that take you by surprise,” said Carla Klumpenaar, GM marketing and communications, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman. “Through this initiative, we are offering peace of mind, shared joy, and a sense of community to families as they prepare to welcome double – or even triple – the love into their homes.”

The campaign, ideated and brought to life by MullenLowe MENA, inspired from a human behavioural insight: when life gives you more than expected, you deserve more support than expected. By tapping into the real concerns and emotional needs of new parents, the agency crafted a concept that feels both meaningful, practical and genuinely supportive.

“This idea isn’t just about giving away cribs. It’s about showing up for parents when they need it most,” said Paul Banham, chief creative officer, MullenLowe MENA. “It’s a small gesture with a big message: you’re not alone in this. Creativity becomes powerful when it’s personal, simple, and this is a great example of that.”

Dany Karam, chief marketing and partnerships officer at Al-Futtaim – Blue, added, “This initiative reflects our broader commitment at Blue of Al-Futtaim to deepen emotional relevance with our members while delivering tangible value. By partnering with Al-Futtaim IKEA, we’re not only supporting families during a unique and financially demanding life stage, but we’re also reinforcing the power of meaningful partnerships to elevate customer experiences and build long-lasting brand affinity.”

By easing the financial pressure, the campaign allowed families to double the reward, triple the love, and welcome their little ones with more joy — and a little less worry.

To learn more about the campaign and how to participate or become a Blue Rewards member, you can follow us on - @bluerewards, @ikeauae and @alfuttaim​