SIC and IKEA have teamed up to bring to the soap opera Vitória what so many Portuguese families are already familiar with: an IKEA kitchen designed to last, make everyday life easier, and accommodate all of life’s moments.
In the story, the kitchen comes to life in the home of Mafalda and Pedro, a newlywed couple who will share with viewers their daily routine, full of encounters, challenges, and, of course, meals prepared in a space designed to make everything simpler and more practical.
Mónica Sousa, Country Marketing Manager at IKEA, says, “At IKEA, we want to continue reaching more and more people, and we want to continue doing so through different formats. We know that SIC soap operas are watched by thousands of people in Portugal, and we wanted all of these people to see, through a soap opera, what it’s like to have a beautiful and functional kitchen, what it’s like to visit an IKEA store, what they can find, and how they might be surprised. This is a very important year for IKEA, with a strong focus on cooking and eating, and we hope this partnership will help more and more people in Portugal sit down at the table with us.”
With the motto “IKEA kitchens last longer than many relationships,” the brand demonstrates how the quality and versatility of its solutions are always present, whether in a friendly gathering or a discussion about who does the dishes. In total, more than 16 moments will be recorded, including at the IKEA store in Loures, proving that everything we need for a functional and beautiful kitchen can be found at IKEA.
“At SIC, we are very proud of this type of branded content integration, which allows brands to be part of the stories that Portuguese people love every day. This partnership with IKEA is a perfect example of how we manage to create a natural and authentic connection between entertainment and real life. We are delighted to show the public that television can also be a space for innovation and connection with brands,” says Mónica Serrano, Marketing and Communications Director at SIC.
With this debut in national fiction, IKEA reinforces its mission of being ever closer to Portuguese families, transforming everyday life into something inspiring and showing that a good kitchen can truly last a lifetime.
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