In a show of empathy and community spirit, Al-Futtaim IKEA, MullenLowe MENA creative agency and Blue of Al-Futtaim have partnered to launch a heartwarming initiative designed especially for parents in the UAE expecting twins or triplets.
Welcoming a child is one of life’s greatest joys but when that joy comes in twos or threes, so does the need for double the planning, triple the gear, and often, more support than ever imagined. Recognising this Al-Futtaim IKEA, MullenLowe MENA and Blue of Al-Futtaim are gifting IKEA cribs to 20 families, supporting parents in their preparations as their families expand.
Carla Klumpenaar, GM Marketing and Communications, Al-Futtaim IKEA UAE, Qatar, Egypt and Oman, commented, “At Al-Futtaim IKEA, we believe in being there for life’s biggest moments – especially the ones that take you by surprise. Through this initiative, we are offering peace of mind, shared joy, and a sense of community to families as they prepare to welcome double – or even triple – the love into their homes.”
The campaign, ideated and brought to life by MullenLowe MENA was inspired from human behavioural insights. By tapping into the real concerns and emotional needs of new parents, the agency crafted a concept that feels both meaningful, practical and genuinely supportive.
“This idea isn’t just about giving away cribs. It’s about showing up for parents when they need it most,” said Paul Banham, Chief Creative Officer, MullenLowe MENA. “It’s a small gesture with a big message: you’re not alone in this. Creativity becomes powerful when it’s personal, simple, and this is a great example of that.”
Running from 17 to 30 April, this campaign invites parents to apply by emailing [email protected] with their name, phone number, and sonogram. Applicants must also be Blue of Al-Futtaim members to be eligible.
Dany Karam, Chief Marketing and Partnerships Officer at Al-Futtaim, Blue said, “This initiative reflects our broader commitment at Blue of Al-Futtaim to deepen emotional relevance with our members while delivering tangible value.
He continues, “By partnering with Al-Futtaim IKEA, we’re not only supporting families during a unique and financially demanding life stage — we’re also reinforcing the power of meaningful partnerships to elevate customer experiences and build long lasting brand affinity.”
Through this collaboration, Al-Futtaim IKEA and Blue of Al-Futtaim aim to double the cuddles, triple the love, and lessen the stress, so families can focus on what truly matters: bonding, healing, and cherishing those first precious moments. It’s an initiative built on the simple belief that every child and every parent deserves to feel supported and celebrated.
Credits List:
Client: IKEA team:
- Pierre Zouein: Head of Customer Relations at IKEA
- Carla Klumpenaar: GM Marketing, Communication, HF & Retail Design IKEA
- Dina Sahhar: Marketing Manager
Blue Team:
- Dany Karam: Chief Marketing & Partnerships Officer
- Andrea Salvai: Digital Transformation & Products Management
- Hanadi Abdulla: Marketing Manager
- Chantal Chami: Head of Marketing
MullenLowe MENA
- Mounir Harfouche – Chief Executive Officer
- Paul Banham – Chief Creative Officer
- Prerna Mehra – Executive Creative Director
- Damayanti Purkayastha – Head of Strategy
- Smiljanic Cameo – Senior Account Director
- Jaber Raed – Senior Account Manager
- Elena Soloveva – Senior Copywriter
- Timur Abdiusheev – Senior Art Director
- Heldt Roxanne – Junior Art Director
- Roksar Kamal – PR Manager
