Conshohocken-based IKEA released an adorable campaign that assures pet owners that they don’t need to stress over replacing homegoods their four-legged companions destroy, writes Samantha Nelson for Adweek.

The campaign shows different IKEA products after they have been ruined by animals. For example, a cat licks up coffee from a broken Färgrik mug and a puppy looks around innocently next to a shredded Kärleksgräs cushion.

In each ad, the low price of the products is highlighted along with the words: “Don’t worry, you can afford it.”

The aim is to raise awareness of the many affordable options in the IKEA catalog. The furniture giant will measure the success of the ads through sales of its lower-budget products.

“Breaking one of the most important marketing rules – which is showing the product at its best – was a challenge that the client decided to take on as they felt that the idea communicated affordability through a quite fresh point of view,” said Fernando Montero and Nicolás López, creative directors of Ingo International, the agency that created the campaign.

Read more about IKEA’s adorable campaign in Adweek.

Ikea ‘You Can Afford It’ – Ingo Hamburg