“Fix this Kitchen”: a six-episode reality TV series in which America’s most celebrated chefs (Marcus Samuelsson, Ming Tsai, Lidia Bastianich, Georges Perrier, Charlie Trotter, and Graham Elliot) surprise a frustrated home cook with a kitchen overhaul using IKEA products. We conceived the show, sold it to A&E, and produced it for the network's “Big Fix” lifestyle programming block. Each episode featured IKEA bumpers and promos. There was a microsite on AETV.com, plus an accompanying display campaign and IKEA created hub Fixthiskitchen.com. In-store IKEA promoted the show through in-store signage and celebrity chef book-signing events. In print, two FSI mailings about the show reached 50 million households.

We also developed custom promotions with online publishers like Apartment Therapy, Shopzilla, and Bizrate.The show received national media coverage, plus attention from local press and blogs. The celebrity chefs promoted the show on Facebook, Twitter and their own websites.

“Fix this Kitchen” changed consumer perception. Viewers showed a 60% increase in agreement that “IKEA offers high-quality materials”; 33% increase in “good overall durability”; and 23% increase in “good overall quality.”After watching, consumers were significantly more likely to consider visiting IKEA, both in general (+17%) and for kitchen-specific purchases (+25%). Two out of three viewers said they plan to visit IKEA when considering a kitchen renovation.During the show’s run, usage of IKEA’s online kitchen planning tool increased by 33%.A&E renewed the show for a second season.