IKEA isn’t known for kitchens in the UK. We needed to change this and make IKEA kitchens famous. We looked for a cultural truth that we could use, that would fit with our ‘happy inside’ campaign idea. This truth was that you always end up in the kitchen at parties; this is immortalised by Jona Lewie’s 80s hit song, ‘You’ll always find me in the kitchen at parties’.
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