IKEA's challenge was that many Danes did not know that you can get help with everything from measuring and designing to delivery and installation when buying a new kitchen from IKEA. Although IKEA has a strong brand position as the Danes’ favourite destination for interior decoration, they are still largely associated with the do-it-yourself culture.
Everyone knows that you can get a do-it-yourself kitchen at IKEA, so we invented the concept: DO-IT-FOR-ME-KITCHEN. A kitchen concept for those who do not want to do it all themselves. IKEA wanted to demonstrate, honesty and informally, that they understand our daily lives, and the need to sometimes place responsibility and work in other people's hands. Thus we could expand IKEA's profile from being the Danes' closest partner in home living and furnishing – to include convenience and good service.