Heading into the holiday season, IKEA’s Christmas campaigns – one for English-speaking Canada and one for Quebec – position the furniture brand as a stress-reducing problem-solver.

Both Campaigns are featured on TV, OOH, social and OLV, as well as in cinemas in English Canadian markets. Rethink leads on strategy and creative, with Carat leading media on all fronts.

Released Wednesday, the English campaign features the classic carol, “The Twelve Days of Christmas,” and suggests that a practical gift from IKEA can be a lot more appreciated than a partridge in a pear tree, two turtle doves or three French hens.

Jonelle Ricketts, head of marketing for IKEA Canada, reminds strategy that last year’s campaign was built around the insight that your home acts as a safe space away from holiday craziness. This year, however, the brand’s holiday marketing is focused on shifting Canadians’ perceptions of IKEA during the holidays, ultimately inviting Canadians to consider IKEA as a holiday shopping destination to grab all those practical gifts people truly need “(and will actually use).”

“The holidays are the most saturated season for marketing, making it a challenge to stand out,” Ricketts explains. “Every year, brands explore familiar themes like family and togetherness, so the opportunity isn’t just about what we say, but rather how we innovate and articulate these common themes to authentically and unexpectedly connect with Canadians. At IKEA we also love to take this time to bring a smile (and maybe even a little giggle) to Canadians across the country.”

Earlier this year, IKEA collaborated with Rethink to launch a new brand campaign specifically for the Québec market called “Ih, Ké, Ah,” all while still aligning with the pan-Canadian positioning, “Bring Home to Life.” The new messaging taps into the insight that in Quebec, people use common onomatopoeias that unknowingly contain the brand’s name: Ih, Ké, and Ah. They say “Ih” when there’s a problem, “Ké” when considering a solution and “Ah” when they’re satisfied with the result.

Ricketts says that when marketers are speaking to Canadians around the holidays, insights to form understanding and connection with consumers are key. “This was especially important with the ‘Ih-Ke-Ah’ spot’ and the reason why it resonated so deeply with our French Canadian consumer base. Breaking through means developing campaigns that create memorable moments and elicit feelings, not just tactical ads.

For that campaign, IKEA sought to maintain its momentum with holiday-themed TV that highlighted real-life situations people might encounter during the holiday season, presented with a true Quebecois wit. The campaign features three scenarios where IKEA helps consumers navigate common holiday challenges: from dodging your aunt’s questions about when you’ll have kids to managing the inevitable pile-up of winter boots.

Both the French and English campaigns are a continuation of what Ricketts has learned about marketing during the holidays. There is a through line, she adds.

“What I’ve learned most is that no matter how much the world changes, people still crave connection and togetherness during the holidays,” Ricketts says. “Canadians come together to celebrate the holidays in many different ways, so it’s been important to capture that across our body of holiday work. It’s also heartwarming to see how, year after year, it all boils down to the same themes that bond us all.”