IKEA UK: The £0 Lagom Collection

IKEA, a furniture retailer, highlighted its commitment to be a leading sustainable brand by launching the £0 Lagom Collection in the UK, which encouraged people to upgrade old items instead of buying new ones.

Campaign details

Brand: IKEA UKLead agency: Proximity London

Campaign Overview

In the face of greenwashing, IKEA wanted to play up its commitment to sustainability. Not easy amid rampant consumer cynicism.

Strategy

IKEA's Live Lagom - from the Swedish lagomarbast meaning "the right amount is best" - was the ethos behind the programme.

It became an articulation of the retailer's philosophy towards sustainability.

But it also provided genuinely useful tips people could make in their homes.

Creativity

IKEA launched the £0 Lagom Collection, a set of ideas for turning existing items into something else - instead of buying...

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