IKEA Canada: House rules
Leo Burnett
Situation analysis
Overall assessment
A long-term problem
IKEA has a problem it can't seem to shake. While Canadians love the brand in their 20s and 30s, when they start thinking about and having families of their own, as they progress in their own lifestyle, as tastes and budgets evolve…they reach a point where they believe they've outgrown IKEA. And IKEA comes off their consideration list.
Mega brands like Home Depot, The Brick, Sears, Canadian Tire, Wal-Mart, HomeSense, The Bay, Braulte & Martineau and 10 others aggressively compete day to day for people's precious décor...