Iftar at Ours

Client: IKEA

Ramadan is a time when Muslim communities come together, sharing Iftar after the sun sets. But in 2026 Ramadan was set to fall earlier in the year, meaning many Muslims would be faced with the prospect of breaking their fast on the way home. The Wonderful Everyday brand platform exists to celebrate the magic of home. But what about when that feeling of home needs to be created… on the move?

IKEA had long featured in Iftars across the UK with its Ramadan product collection, but in 2026 there was a bigger role to play. To tackle this challenge, iProspect and Mother worked hand-in-hand throughout to create IKEA’s first Ramadan campaign. Iftar At Ours was a series of pop-up events in London and Manchester where Muslims could break fast together in a home away from home. Agencies carried out a wealth of research with cultural and interfaith consultants to ensure the campaign was authentic and additive. This was mirrored by the media strategy, with partnerships with Muslim publisher and agency AMALIAH and Muslim creators sitting at the heart. The campaign saw dozens of fasts broken, created hundreds of pieces of content, and resulted in double digit increases in key brand metrics among Muslim audiences.