Ikea is launching a pet shopping network to showcase its new product range designed for humans’ best friends.
Launching on 17 May 2024 at 9am, the UTSÅDD collection will be unveiled via a TikTok livestream, where pets will effectively model the 29-piece range, which has been developed around the four most common activities that cats and dogs do at home – eating, sleeping, playing, and hiding.
“You know, pets are so much more than just pets. They’re one of the family. We celebrate their birthdays, dress them up, and let’s be honest, they pretty much run the household,” said Kemi Anthony, Marketing Communications Manager at Ikea. “At Ikea, we get that. That’s why we’re excited to offer furniture that’s designed just for them, to cater to their unique needs and still looks good. And we’ve found an entertaining way to bring this campaign to life.”
The Pet Shopping Network – led by creative agency Mother – will appear for everyone in the UK on TikTok, and see pets demonstrate the new products, with the opportunity for the human audience to interact with the livestream.
The launch of the network will form part of a wider marketing campaign where Ikea will host a series of in-store and social media activities.
“In classic teleshopping style, there is no better person to talk about a product than those who will be using it,” said Nick Hallbery, Executive Creative Director at Mother. “With The Pet Shopping Network, we’ve got part customer research and part entertainment, in one package. Our aim is to help the four-legged members of every household feel as at home as their human companions, with a dedicated collection that’s just for them. Sorry humans.”
