IKEA's 'Together We Eat' campaign draws more attention to kitchen and dinning table as central focal points for families.
The campaign centers on a video that shows four different types of families preparing dinner. The families shown, however, playfully stereotype the way many people get together to eat. One example is "The Socialtons," who take selfies with their food before eating. Another family depicted, "The Organic," are shown living amongst an abundance of herbs and plants, exaggerating the organic food craze.
Many elements of the fictional families IKEA creates are evident in today's modern family, albeit exaggerated. Through the use of humor, IKEA hopes to relate to the ways families get together and encourages them to share how they bond through food. The social media contest will give winners a $1,500 gift card.