As part of IKEA’s ambition to become a fully circular and climate positive business by 2030, the innovative service aims to make circular consumption more affordable and accessible, with the furniture being resold by the retailer, giving a second life to thousands of their products.
To accompany the launch and create an emotive story that would appeal to media, we create”@Pre-Loved Labels” allowing customers to learn the provenance of their furniture’s past before giving it a new home.
Announcing both services alongside IKEA’s new partnership with Gumtree, visual assets and consumer research, we secured over 500 pieces of coverage to date.
They include absolute crackers across the likes of BBC News, City AM, Daily Mirror (twice), the Daily Record, Daily Star, Evening Standard (twice), Independent, Daily Mail (twice), Metro (twice), The Telegraph, The Guardian, The Sun (twice) and The Times (you guessed it, twice).
The news was also covered by key consumer interiors titles (including Good Housekeeping and House Beautiful), retail, business and environmental trade outlets, as well as countless regional print, online and broadcast pieces and the BBC World Service.
It’s been a clean sweep.