# IKEA Guilty Pets

> IKEA’s pet-damage ads drew UK criticism and claimed 4.1 billion campaign impressions.

- Owner: Al-Futtaim IKEA; INGO Hamburg (agency)
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2024-03-26
- Peak date: 2024-03-26
- Spread Score: 50 (Notable, provisional), v1.2
- Mechanics: Transgression, Controversy, Platform jump, Press loop, Pairing

## Summary

Al-Futtaim IKEA showed pets breaking cheap homeware. Trade coverage carried the films abroad; UK LinkedIn creatives criticised the affordability line. An agency award entry later claimed billions of impressions, alongside a planned influencer collaboration.

## Timeline

- 2024-03-26 — Ogilvy / INGO Hamburg (Open web) — IKEA’s final pet-damage films were publicly viewable in Adweek’s coverage.
- 2024-03-26 — shots (Press) — shots covered the four campaign films and named the mug, cushion, vase and plant pot.
- 2024-03-26 — INGO Hamburg (Open web) — INGO shared Adweek’s coverage on LinkedIn and thanked the outlet for covering its campaign.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/ikea-guilty-pets

Cite as: How It Spread (2026). “IKEA Guilty Pets.” Case HIS-00789. Spread Score v1.2: 50/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00789