IKEA Canada: House rules

This case study explains how IKEA, the home retailer, demonstrated it understood Canadian lives at home to grow its profile among over 35 year-olds, who had previously discounted the brand.

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,...

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