"Iftar At Ours"

25 February 2026

22s

Dinner at Auntie's House

IKEA is inviting British Muslims to enjoy "iftar at ours" in its latest advert. With Ramadan beginning on Tuesday, 17 February, the campaign’s timing couldn’t be better. More than two weeks in, many may be starting to feel the physical demands of fasting. And if going without food and drink during daylight hours isn’t challenging enough, having to break your fast while commuting only adds to the difficulty.

To help, IKEA has launched two pop-up spaces in Manchester and London, designed as welcoming "homes away from home.” These cosy stop-offs offer working Muslims a comfortable place to pause, eat, and unwind, in a setting which is apparently reminiscent of Auntie’s living room. It’s a warm and inclusive initiative aimed at tackling a very real everyday challenge.

That said, the ad highlighting the initiative concentrated on the problem rather than the solution, which is a bit of a missed opportunity.

Quite rightly, agency Mother sought a Muslim director for this project, and Untold's Sara Taleghani's inside track provides authenticity.

UK

Furniture Retailers