AMALIAH Provides Cultural Strategy for IKEA Ramadan Campaign

AMALIAH worked with IKEA on the brand's 'Iftar At Ours' Ramadan campaign, providing cultural consultancy and strategy support alongside lead agency Mother.

The independent agency's scope covered narrative development, talent selection, community experience design, and creative execution. The campaign included pop-up activations in London and Manchester.

IKEA's Ramadan effort marks the latest brand to bring in specialized cultural consultancy for community-focused work. AMALIAH's involvement spanned the strategic foundation through to on-ground activation: narrative, talent, and execution all filtered through cultural lens.

Mother led the overall campaign. AMALIAH's role centered on ensuring cultural authenticity across the creative and experiential elements. The two-city activation strategy targeted IKEA's UK Muslim customer base during Ramadan.

The collaboration follows a pattern of brands pairing holding company creative leads with independent cultural specialists. Mother brings scale and production capability. AMALIAH brings community credibility and cultural fluency. The model is complementary, not competitive.

No client commentary accompanied the announcement. No campaign metrics were disclosed. The work went live during Ramadan 2026 across London and Manchester locations.