Woodgreen features in new campaign with IKEA UK
IKEA UK has partnered with Woodgreen Pets Charity to create a ‘Cat-alogue’ and ‘Dog-alogue’ featuring pets from the charity and IKEA’s brand-new pet range, UTSÅDD. The partnership aims to raise awareness of the charity’s work in helping pets and their people, and to celebrate the dogs and cats in all their glory, as they wait for their forever home.
Partnership Overview
The campaign aimed to highlight the importance of supporting pet charities and to inspire people to consider adoption. It also showcased IKEA’s first-ever pet furniture range, developed with input from veterinarians, pet experts, and even a panel of enthusiastic cats and dogs! The collection of 29 products focuses on the four main activities pets do at home – eating, sleeping, playing, and hiding – designed to improve daily life for both pets and their people.
The collaboration with IKEA UK aimed to support Woodgreen’s mission of giving thousands of pets a brighter future, through safe shelter and specialist care. We also wanted to highlight that we are here for owners in need of advice and support too, aiming to always try to prevent people from having to make the heart-breaking decision to give up a pet for reasons beyond their control.
Impact
- Supporting Rescue Pets: As well as a monetary donation, for those who are at Woodgreen, all IKEA furniture featured in the lookbooks was donated to Woodgreen’s rehoming centre, providing comfort and enrichment for pets while they wait for adoption.
- Raising Awareness: The campaign helped highlight the rising number of pets needing support due to factors like the cost of living, with Woodgreen seeing significant increases in abandoned and surrendered pets in recent years.
- Encouraging Adoption: By pairing pets with inspiring lifestyle imagery, the Cat-alogue and Dog-alogue showcased each animal’s personality, encouraging potential adopters to consider giving them a home.
Campaign Stats
- 71 pieces of press coverage
- A reach of 221 MILLION!
- 100% positive sentiment for both the new range and the campaign with Woodgreen
“At IKEA, we believe that pets are family. Our goal was to develop a collection of products that our cats and dogs love and that their human parents can feel good about and truly enjoy having as part of their home. We hope this partnership not only raises awareness of adoptions but also provides solutions and inspiration of how to create a comfortable living space for furry companions” says Michaela Quinlan, IKEA Spokesperson.
Fiona Cooke, Head of Specialist Services at Woodgreen said: “Every pet deserves a loving home where they feel safe and happy. It’s so important that dogs and cats have spaces to rest and call their own, as well as opportunities to play and have fun – both during their time with us at Woodgreen, and when they move on to their new homes. We’re absolutely delighted to be partnering with IKEA to raise awareness of what we do, and celebrate rescue pets of all shapes and sizes!”.
Through this partnership, IKEA UK actively supported Woodgreen’s mission to help pets and their people – providing a brighter future for thousands of pets.
The full lookbook can be found at: www.IKEA.co.uk/woodgreen. The UTSÅDD collection is available online and in store now.