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Ikea readies Start Fooding promotion

Furniture retail chain Ikea Canada will begin a promotion in downtown Toronto this week called "Start Fooding." The initiative will make use of a temporary retail location that will focus on approximately 50 Ikea household and food products. The location will also offer food sampling and educational session with student chefs from George Brown College. Consumers will also be able to examine four Ikea kitchens using a virtual reality viewer.

The promotion will be supported with out-of-home advertising in the Toronto area, as well as mobile carts serving meatballs, and digital and social media elements. The campaign will run from May 13 to May 26.

"At Ikea, our vision is to create a better everyday life for the many people, and our commitment to food is an extension of this," said Stefan Sjöstrand, president of Ikea Canada. "As a home furnishings retailer, we're known for pushing boundaries and trying new things and we take the same approach with our food. We want to give consumers the opportunity to think about food differently and this interactive pop-up experience showcases how innovative Ikea is while challenging consumers to '#StartFooding' in a way that's healthy, fun and affordable."

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