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IKEA Canada Wins Big for Winnipeg Campaign
[National]  IKEA Canada Wins Big for Winnipeg Campaign at 2013 Retail Council of Canada’s Excellence in Retailing Awards
June 12, 2013 – Burlington ON – IKEA Canada came out a winner of the highly competitive Marketing Communications award at the Retail Council of Canada’s (RCC) Excellence in Retailing Gala on June 5th. The RCC presented IKEA Canada with the award for their Winnipeg Store Opening campaign, LEARN IKEA. Winnipeg was the first new market the retailer has entered in Canada since 1982 and the campaign had to serve as an introduction to the brand’s concept as well as raising awareness. The Marketing Communications Award recognizes a retailer who successfully develops programs that coordinate activities with a common theme to provide a consistent, unified message across audiences.

“This campaign delivered better than expected results by building on the anticipation of IKEA’s first store in Winnipeg and sustaining momentum until opening day,” says Hilary Lloyd, Marketing Manager of IKEA Canada. “We share this award with our agency partners, Leo Burnett Toronto, Jungle Media and Citizen Optimum Public Relations who helped IKEA reach its goals, and contributed to a successful, and highly anticipated grand opening of IKEA Winnipeg.”

IKEA’s Winnipeg Store Opening LEARN IKEA campaign was developed to educate Winnipeggers about the IKEA Concept during the six week period leading up to the IKEA store opening. With the nearest IKEA store over 2,000 km away and the vast majority of Winnipeggers having no familiarity with the IKEA Concept, IKEA and its partners created a multimedia campaign. Using simple yet clever communication, the campaign transformed Winnipeg into a virtual classroom with every medium used to excite, teach and even quiz Winnipeggers about IKEA.

“IKEA continues to create out of the box communication campaigns that impact consumers,” says Diane J. Brisebois, President and CEO, Retail Council of Canada. “Being a new retailer to any market is a challenge, and the LEARN IKEA campaign was a brilliant approach to educating new IKEA customers in Winnipeg about the brand, its products, and the shopping experience and of course it’s unique personality.”

The Marketing Communications category garnered the most entries of any category in this year’s RCC Excellence in Retailing awards.

About IKEA

IKEA is a leading home furnishing retailer with 325 stores in 40 countries worldwide, which are visited by 734 million people each year. IKEA Canada has 12 stores which are visited by over 25 million people every year. Last year the websites attracted over 1 billion visitors. Founded in 1943, IKEA’s business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them. For more information on IKEA, please visit:

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