Ikea launches into New Zealand with a sweet Swede campaign

November 11, 2025 10:30

Ikea's New Zealand launch is oncoming

Swedish homewares retailer Ikea is expanding into New Zealand with a big awareness campaign in the country.

Scheduled to open its first NZ store in Auckland’s Sylvia Park on December 4, the expansion marks the first time Ikea has opened branches in a new country since February 2021, when it planted roots in Slovenia’s capital city, Ljubljana.

WPP Media’s Mindshare — who won Ikea’s NZ media account last year — collaborated with the retail giant on a media strategy designed to marry the Swedish brand with New Zealand’s culture. The result is the “Swede As Road Trip” campaign — a road trip that will see pop-up Ikea spots in select locations, such as Lake Tekapo and Dunedin, with live broadcasts showing off the brand’s 7,500+ product range.

The trip will be done via a partnership with TVNZ’s current affairs show, “Seven Sharp”, and its hosts Jeremy Wells and Hilary Barry. The arrangement will also support an “IKEA Door Knock” segment, that will grant someone $10,000 to spend at the homewares store.

The first episode of “The Swede As Road Trip with Seven Sharp” aired on November 10.

“We’re delighted to partner with IKEA on their historic New Zealand launch,” TVNZ commercial partnerships director, Lance Hipkins, said in a media release.

“Accessing our wider TVNZ whānau, with their genuine Kiwi spirit, are the perfect guides to introduce IKEA to the nation, bringing it directly to the homes of Kiwis around the country each night. This collaboration demonstrates the powerful connection between great brands and local, authentic voices.”

“The Swede As Road Trip” will take over New Zealand

Peter Moore, head of integrated media at Ikea Australia and New Zealand, explained that it’s an asset designed to make Ikea relevant and accessible to all New Zealanders.

“We knew our launch needed to embrace the unique spirit of this incredible country,” Moore said in the same release.

“Our ambition was to introduce and showcase the breadth of the IKEA brand to New Zealanders, and our partnership with Mindshare, TVNZ, and the Seven Sharp team has been incredible. The road trip has allowed us to show, not just tell, how IKEA can help create happier, more functional homes and become a cherished part of Kiwi culture.”

The road trip will be advertised across the TVNZ ecosystem, including 1News, Breakfast, and social media. Additionally, Ikea will launch “a broader marketing campaign”, covering search, social media, audio, out-of-home, and audio-visual assets.

“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,” WPP Media New Zealand’s chief strategy officer, Emily Scovell, said in the release.

“We understood that a launch of this scale required more than just media spend – it demanded a cultural moment. By leveraging the deep trust of a platform like Seven Sharp, we are not simply transforming a TV set; we are building a dynamic, nationwide stage that capitalises on the news value of IKEA’s arrival.

“This strategic approach ensures the launch is felt as a genuine cultural event, immediately positioning IKEA as a brand that truly belongs in Kiwi homes.”

Across the Tasman, this year saw Ikea Australia celebrate 50 years of being down under with its “Just The Start” campaign.