Torontonians challenged to #StartFooding as they explore IKEA's extensive, sustainable culinary offering
BURLINGTON, ON, May 9, 2016 /CNW/ - IKEA Canada is breaking some rules this week, by introducing a food-focused Pop-up Experience in the heart of downtown Toronto. Located at 363 King St. West, the space is designed to take consumers through a culinary journey to challenge how they look at food and entice them to break with conventional food rules in a way that is healthy, affordable and fun.
"At IKEA, our vision is to create a better everyday life for the many people, and our commitment to food is an extension of this," said Stefan Sjöstrand, President of IKEA Canada. "As a home furnishings retailer, we're known for pushing boundaries and trying new things and we take the same approach with our food. We want to give consumers the opportunity to think about food differently and this interactive Pop-up Experience showcases how innovative IKEA is while challenging consumers to #StartFooding in a way that's healthy, fun and affordable."
The Pop-up Experience is open to the public from May 13 to May 26 and over 50 IKEA products will be available for purchase in the space, including household accessories and IKEA food products. Each room challenges consumer expectations about food – and IKEA. From a gigantic interactive recipe book to green displays designed to inspire growing and producing food at home, Torontonians will be offered inventive ways to see food differently. IKEA food sampling will be available daily from 12:00pm-2:00pm and 4:00pm-6:00pm and learning sessions with George Brown College Chef Students will be offered each Saturday from 1:00pm-5:00pm.
For further inspiration to #StartFooding, an IKEA kitchen will also be on display, as well as two Google Cardboard viewers, where consumers will be able to experience four different IKEA kitchens with virtual reality showcasing various door fronts, cabinets, appliances, sinks, storage solutions and more!
"The IKEA Pop-up Experience is part of a 360° campaign which supports the IKEA global theme of ‘It Starts With The Food’, which is built off the insight that food unites us,” said Lauren MacDonald, Country Deputy Marketing Manager, IKEA Canada. “In keeping with our vision, we strive to make cooking and sharing a meal more affordable and accessible to the many people, whether it’s an impromptu dinner party or baking with your kids."
In addition to the Pop-up Experience, the campaign will include meatball carts, which will serve meat and veggie ball samples to consumers around the city of Toronto, out-of-home such as streetcar wraps, TSAs, murals and street chalk artwork, and other digital and social initiatives.
One of the world's largest restaurant chains, IKEA offers an extensive culinary offering and has announced significant new developments in recent years. The retailer has committed to broadening its range of healthier and more sustainably produced food offerings to meet the growing demand of over eight million customers who visit its Canadian restaurants annually. From the introduction of a vegan-friendly veggie ball to a selection of Pick & mix candy that is both GMO and trans-fat free, the company's food is developed according principles of Democratic Design, which focus on sustainability, form, function, quality and price. These same Democratic Design principles guide all IKEA furniture and product development.
ABOUT IKEA CANADA
IKEA is a leading home furnishing retailer with 375 stores in more than 50 countries worldwide, which are visited by 884 million people every year. IKEA Canada has 12 stores, an eCommerce virtual store, Pick-Up and Order Points in Quebec City, Quebec and London, Whitby, St. Catharines and Windsor, Ontario with one additional Pick-Up and Order Points opening spring 2016. The company also recently announced plans to open a 13th store in Halifax, Nova Scotia in late 2017. Last year, IKEA Canada welcomed 25 million visitors to its stores and 75 million visitors to the IKEA.ca website. Founded in 1943, the IKEA 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: www.IKEA.ca.
SOURCE IKEA Canada
For further information: Stephanie Kerr, Corporate Press Officer, [email protected], 905-637-9440 x6378