The Dining Club
Home Essentials and Furniture Industry
IKEA
2016
London, UK
Opportunity
Ikea found that “42% of Brits claim they can’t cook at all, with nearly a quarter (24%) feeling they don’t have enough space to host.”1 Ikea saw an opportunity to enhance and enrich their consumer’s lives through food opportunities.
Solution
A pop-up restaurant with 38 free sessions available for parties of 20. During these sessions, guests can learn to prepare classic Scandinavian brunch, lunch, or dinner menus with a famous chef, and party with their friends without having to worry about price, time, setting up, or cleaning up.
Activation Breakdown
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38 free sessions of 7-20 people.
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Paid promotional media.
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Workshops with speakers about food topics.
Results
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Winners got to have their own dinner party perfectly suited and for them.
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Increased positive perceptions of IKEA.
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Increased purchases at the existing IKEA cafe.
Takeaway
This brand activation is one of the purest I have seen. The business leader Jordi Esquinas said, “At IKEA we feel that the joy of cooking and eating together is not just about making food, but about creating lasting memories and sharing with those you love. Our research has found that more of us want to host dinner parties but feel they are unable to do so. With the launch of The Dining Club, we hope to create the perfect place to bring people together to enjoy a meal from beginning to end without the stress.”1 This activation is not about selling, it isn’t even about furniture- it’s about the experience and serving their customers through quality Scandinavian culture utilizing their current IKEA cafe.
1 Crummbs, (n.d.) The Dining Club by Ikea. Crummbs. https://crummbs.co.uk/the-dining-club-by-ikea/
In Action
