For nearly a decade, Pigeon and IKEA Canada have joined forces to create campaigns that resonate deeply with audiences across the country. In a recent session at the CMO Forum in Toronto, Elyse Boulet, our CEO & Managing Partner, and Jonelle Ricketts, Head of Marketing at IKEA Canada, shared their insights on navigating Canada’s evolving cultural landscape and developing advertising that not only catches attention but earns love and loyalty. Here are the four key takeaways from their discussion, in case you missed the session earlier this month.

1. Define Your Truth

At the heart of impactful campaigns is a well-defined brand truth. Elyse Boulet highlighted how Pigeon’s approach is rooted in clarity—brands must understand and articulate their core essence to consistently connect with audiences. IKEA Canada’s philosophy, as explained by Jonelle Ricketts, revolves around creating a better everyday life for Canadians, embodying a commitment to affordability and sustainability. This foundational clarity allows both IKEA and Pigeon to maintain a consistent brand identity, even as they adapt campaigns to meet unique local needs. Grounding campaigns in a brand’s core truth helps them stay relevant, relatable, and authentic.

2. Immerse in Culture

Authentic engagement with diverse audiences requires a deep understanding of their cultural reality. Both Elyse and Jonelle emphasized the importance of listening, learning, and engaging with communities to show up genuinely. IKEA conducts extensive research, including yearly reports on life at home and in-home visits, to grasp what matters most to Canadians. This cultural immersion ensures that campaigns are not only visually appealing but contextually meaningful. For example, the recent ‘Hej Days’ campaign highlighted the uniqueness of Quebec’s cultural landscape, adapting language to better resonate with the local audience.

3. Walk the Talk

Inclusion must go beyond campaign slogans; it should be evident in products and services. IKEA Canada’s efforts to reflect the diversity of the communities they serve are extensive, from inclusive product collections to meaningful community partnerships. Jonelle shared examples like collaborating with Indigenous communities in Winnipeg, Halifax, and Edmonton as part of IKEA’s reconciliation journey. Authentic campaigns stem from real actions, whether it’s engaging with diverse voices or adapting products to fit cultural traditions. This commitment not only drives business results but strengthens a brand’s reputation as a trustworthy and empathetic entity.

4. Be Consistent

Consistency in brand messaging is critical for building trust and loyalty. According to Elyse, 79% of Canadian shoppers believe that authenticity increases their loyalty to a brand, and 63% would switch to a competitor if they felt a retailer wasn’t genuine. For IKEA Canada, living their brand truth is more than just external marketing; it’s embedded in internal culture and everyday operations. From product design to employee engagement, IKEA ensures that its values are consistently reflected, creating a seamless experience for customers and employees alike. This holistic approach helps to reinforce trust, leading to stronger consumer relationships and brand loyalty. 

The conversation between Elyse Boulet and Jonelle Ricketts at the CMO Forum was a masterclass in how brands can navigate Canada’s diverse cultural landscape while staying true to themselves. By defining a clear brand truth, immersing in culture, walking the talk, and being consistent, Pigeon Brands and IKEA Canada have developed a strategy that transcends buzzwords and truly connects with Canadian audiences.