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IKEA Australia and New Zealand · Deals You'll Want to Keep to Yourself
IKEA's Black Friday pitch isn't 'tell your friends', it's 'don't'
Rather than asking shoppers to spread the word about its Black Friday sale, IKEA ANZ's new campaign plays on the opposite instinct: wanting to keep a great deal to yourself.
4 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- IKEA Australia and New Zealand launched 'Deals You'll Want to Keep to Yourself', created by Havas Host with media by Mindshare ANZ and production by FINCH, built on the insight that people want to hoard a good bargain rather than share it.
- It runs across TV, online video, streaming, pause screens, OOH (out-of-home advertising), radio, podcasts and presenter talent, plus a locally driven social approach with IKEA co-workers and creator partnerships, supporting a Black Friday sale (10% off almost everything, 5-30 November in Australia) layered on top of permanent September price cuts on 144 products.
- The campaign rolls out in New Zealand from 17 November ahead of a local Black Friday sale (27-30 November), with no sales or reach figures reported yet.
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Flipping the usual sale message
Most sale advertising asks people to tell everyone; this campaign's whole premise is that the deals are so good, people would rather not.
That's a deliberately counterintuitive angle for a retailer whose growth depends on word-of-mouth, which is part of what makes it a more distinctive way to claim 'this deal is genuinely good' than a plain percentage-off ad.
Read the original reporting
- IKEA Has A Black Friday Deal It Doesn’t Want You Sharing ↗
B&T · 13 Nov 2026
- IKEA makes the case for gatekeeping in new local Black Friday campaign via Havas Host ↗
Campaign Brief · 12 Nov 2026