Ikea's using Meghan and Harry's move to Canada for their new campaign. Here's how

How can you capitalize off a possible international crisis that’s been breaking headlines all across the world? Ask Ikea’s marketing team.

“Meghan, Harry. We understand,” reads Ikea Italy’s new campaign on Instagram, directed at the recent #Megxit, “Moving is a real effort for everyone.” Just like Meghan and Harry who are currently looking to shift their base, Ikea wants Italians who are moving homes or packing up their lives and moving countries to buy their €3.50 cardboard boxes to make the process smoother.

The ad then goes on the sympathize with the Royal couple, stating that people are “meant to have change”, and therefore should do so without any doubts. Ikea made sure not to waste any time in adapting to the current news and riding with the wave; the ad went live on Instagram (Ikea Italy) a day after Meghan and Harry released an official statement about the decision to move to North America. Naturally, this responsiveness and play on current affairs for marketing has caught the eyes of several people worldwide, as the post currently boasts more than 46,000 likes.

Ikea, you sure have the cheekiest, most creative way to jump on the #Megxit bandwagon!