AUCKLAND, Today: New Zealand is about to say “Kia Ora” and “Hej!” as IKEA officially lands, opening its first store at Sylvia Park on December 4.
To celebrate, IKEA and WPP’s Mindshare have teamed up with TVNZ’s Seven Sharp for Swede As – a nationwide road trip bringing IKEA’s charm and design directly to Kiwis. Or as we’d say, “Sweet As!”
Mindshare, which won IKEA’s media account in 2024, set out to introduce the global icon in a way that felt genuinely local. From day one, Kiwis can shop in-store, online, or by phone for delivery across Aotearoa.
IKEA’s mission to create a better everyday life with smart, sustainable, and affordable design sits at the heart of the launch.
The Swede As Road Trip with Seven Sharp sees Hilary Barry and Jeremy Wells travelling from Dunedin to Lake Tekapo, turning each broadcast into an IKEA-inspired showcase of home ideas and clever design.
Each stop highlights products from IKEA’s 7,500+ range while showing how affordability, design, and sustainability fit seamlessly into Kiwi homes. The series also reinforces that IKEA is here for everyone, not just Aucklanders.
The first episode airs November 10 and ends with the IKEA Door Knock, surprising a deserving Kiwi with a $10,000 IKEA shopping spree. The campaign extends across TVNZ’s wider network, including Breakfast, 1News, and social media.
“Bringing IKEA to New Zealand is a dream come true. Our partnership with Mindshare, TVNZ, and the Seven Sharp team has been incredible.” – Peter Moore, Head of Integrated Media, IKEA Australia & New Zealand
A broader marketing push supports the launch across video, outdoor, audio, and digital channels.
Emily Scovell, Chief Strategy Officer, WPP Media New Zealand says, “IKEA is launching with incredible intention and accessibility, and our brief was to create a media presence that powerfully mirrors and amplifies this ethos across New Zealand.
“By leveraging the deep trust of a platform like Seven Sharp, we’re building a nationwide stage that transforms IKEA’s arrival into a true cultural moment.”
“Bringing IKEA to New Zealand is a dream come true,” says Peter Moore, Head of Integrated Media, IKEA Australia & New Zealand. “Our partnership with Mindshare, TVNZ, and the Seven Sharp team has been incredible.
“The road trip lets us show, not just tell, how IKEA can help create happier, more functional homes across Aotearoa.”
TVNZ Commercial Partnerships Director Lance Hipkins adds, “Our TVNZ whānau are the perfect guides to introduce IKEA to Kiwis, bringing it directly into homes around the country each night.”
The collaboration marks a bold new chapter for IKEA in New Zealand, sparking nationwide excitement and setting the stage for a long future in Aotearoa.
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