IKEA is launching in Aotearoa New Zealand with a localised campaign, IKEA, Everywhere, by Havas Host, that welcomes Kiwis into the world of the famous Swedish retailer.

With just a few days into opening, the Havas Host campaign is building excitement as New Zealanders experience IKEA in-store, and see the brand appear across the country in familiar, distinctly Kiwi ways. IKEA, Everywhere, shot in New Zealand by Match Artists director, Fraser Clements and in Australia by The Pool Collective director, Danny Eastwood, is the first full-funnel brand campaign purpose-built for the New Zealand market. It blends globally recognised brand assets with a deep understanding of Kiwi culture, homes and humour.

IKEA’s arrival is backed by insights from the first New Zealand edition of IKEA’s Life at Home Report, that studied 500 Kiwi homes to uncover their needs and dreams for everyday living, and responds to a gap in the local home-furnishing market. For years, New Zealand shoppers have navigated a landscape where choice often felt limited. As Kiwis continue to discover the 7,500-piece range, the campaign mirrors the real-life experience of IKEA suddenly becoming part of everyday life – on streets, screens, in conversations, and in homes.

Before opening day, the brand orchestrated a 10-day nationwide countdown, using OOH spectaculars, digital takeovers, social, and online video to build momentum across Aotearoa. And launch week kicked off with a locally tailored Day One takeover, featuring 25 region-specific creative executions, each spotlighting AI-enhanced hero products that resonate with local environments and lifestyles. Whether in Tāmaki Makaurau, Waikato, Wellington, Canterbury or Southland, communities saw creative that felt made for them – not just placed near them. This hyper-local approach set the tone for IKEA’s entry – global scale paired with local understanding.

The full campaign integrates cultural markers that make the work unmistakably Kiwi – most notably a local voice talent who first navigates famously tricky Swedish product names before effortlessly delivering the country’s longest place name, Taumatawhakatangihangakoauauotamateaturipukakapikimaungahoronukupokaiwhenuakitanatahu. These touches were designed to spark recognition and warmth, showing that IKEA hasn’t just arrived – it’s been paying attention.

IKEA Family has played an important role in the launch, with tailored messages thanking early supporters across major cities and regions. The brand acknowledged the thousands of Kiwis from Hamilton to Christchurch,  who signed up before opening – reinforcing its commitment to community, connection and long-term relationships.

Erin Falconer, head of marketing communications, IKEA Australia and New Zealand, stated, “Bringing IKEA to New Zealand is an exciting milestone for us. We’ve listened closely to what Kiwis want in their homes and lives, and IKEA, Everywhere reflects those local insights. From clever and affordable solutions to everyday essentials and our global icons, this campaign shows how IKEA can make life at home better for Kiwis, everywhere. And were doing it with a local twinkle to show Kiwis how were really relevant for them.”

The media approach was designed to amplify the feeling of IKEA being everywhere, using classic IKEA brand symbols, like the FRAKTA bag, across OOH, social, TV, BVOD, online video, audio, homepage takeovers, and PR. The campaign makes IKEA impossible to miss, embedding the brand in Kiwi culture and establishing it as a major new retail force.

Peter Moore, head of integrated media, IKEA Australia and New Zealand, commented, “Our approach with IKEA, Everywhere is about meeting Kiwis where they are – on screens, online, on the street and in their communities. By combining high-impact media with iconic IKEA design cues and local relevance, we’re making sure the excitement of IKEA’s arrival is felt everywhere, showing the brand is part of everyday New Zealand life.”

“This campaign was about more than bringing IKEA to New Zealand – it was about understanding how the brand can fit seamlessly into Kiwi life. From giant FRAKTA installations to small surprises in unexpected places, and featuring the iconic IKEA range, we wanted the campaign to spark curiosity and delight while celebrating the brand’s playful spirit. ‘IKEA, Everywhere’ shows how IKEA can be part of the everyday – from homes and offices to streets and communities – making the brand feel natural, familiar, and undeniably Kiwi,” added Pete Sherrah, associate creative director, Havas Host.

With the store now open and launch week underway, the campaign will continue to evolve, spotlighting IKEA products in everyday Kiwi environments and embedding the brand into the fabric of life across Aotearoa.