Healthy food

IKEA wants to break through the popular belief that cooking good, healthy food, and eating well is only for a small elite group and that it requires lots of time, space, money and knowledge. Although IKEA is not perceived as a provider of healthy food, they do offer the means to eat healthy every day.

We created a trust campaign in weekly magazines to position IKEA as a brand that takes action to make their food suggestions healthier. Visually we focus on three products (fruit water, frozen yoghurt, 1 veggie ball) and a controversial headline.