UPDATE: IKEA is officially opening its first store in New Zealand on December 4, 2025, marking the Swedish retailer’s first expansion since 2021. This launch is not just a store opening; it’s a nationwide celebration dubbed the ‘Swede As Road Trip,’ designed to connect with Kiwi communities across the country.
In partnership with Mindshare, IKEA has teamed up with TVNZ’s popular weeknight current affairs show Seven Sharp to bring this unique road trip to life. The initiative aims to introduce IKEA’s mission of enhancing everyday life at home through smart, sustainable, and affordable solutions that resonate with local culture.
Hosts Hilary Barry and Jeremy Wells are set to travel across New Zealand, showcasing pop-up IKEA ‘sets’ in iconic locations including Dunedin, Queenstown, and Lake Tekapo. Their broadcasts will be infused with IKEA-inspired home ideas, making it a cultural moment for viewers nationwide.
The first episode aired just last week, featuring an exciting surprise as one lucky viewer won a $10,000 IKEA shopping spree during the segment titled ‘IKEA Door Knock.’ This engaging approach not only highlights IKEA’s product offerings but also strengthens the connection with New Zealand audiences.
Emily Scovell, Chief Strategy Officer at WPP Media New Zealand, emphasized the significance of this launch, stating, “Our brief was to create a media presence that powerfully mirrors and amplifies this ethos across New Zealand.” Scovell noted that the launch required more than just advertising; it was about creating a genuine cultural event for Kiwis.
Peter Moore, Head of Integrated Media at IKEA Australia & New Zealand, expressed his excitement, saying, “Bringing IKEA to New Zealand is a dream come true.” He added that the road trip showcases how IKEA can help families create functional homes, aiming to seamlessly integrate the brand into Kiwi culture.
This marketing campaign will extend beyond television, utilizing various platforms including audio-visual, social media, and search channels to ensure a comprehensive reach. The strategic collaboration with TVNZ and the dynamic approach to content delivery is designed to resonate with New Zealanders, making IKEA feel like a familiar part of their lives from day one.
As the countdown to opening day continues, IKEA’s innovative marketing strategy is set to redefine how Kiwis engage with the brand. This is a landmark moment for IKEA, and the excitement is palpable. Stay tuned as more developments unfold leading up to the grand opening.
For those eager to experience IKEA’s offerings, the store will be available not only in-person but also online and by phone for shopping and delivery throughout New Zealand.
Keep an eye on this space for the latest updates and developments regarding IKEA’s New Zealand launch and the ‘Swede As Road Trip’!
