IKEA lets quality do the talking in latest campaign
By James Herring on Monday, January 19, 2026
IKEA is spotlighting the quality of its products in a confident campaign from Mother London.
While most brands shout about discounts come January, IKEA has taken a refreshingly different tack – celebrating the materials in its everyday products and hiding the price.
The impactful print and outdoor work, shot by photographer Marloes Haarmans, features close-ups of IKEA’s homeware essentials – from a solid wood armchair to a 100% wool throw – set against bold colour backdrops.
Each ad lands the same punchline: “If you saw the price, you wouldn’t believe…” followed by a product truth like “it’s cast iron” or “it’s velvet.”
It’s a smart, minimal campaign that leans into IKEA’s long-held value promise, while letting the products do the heavy lifting.
