Ikea pokes fun at different foodie groups

Furniture company's new ads show the way different families interact with their meals

Scandinavian furniture and lifestyle company Ikea is extening its global "Together We Eat" campaign.

The American ads by Oglivy NY feature four families, each showcasing their unique appreciation for and treatment of food. Each family represents a stereotype rather than a real family: from the gregarious Socialtons sharing each meal with friends and online strangers to the  DIY herb-growing Organic family.

This initiative also kicks off a contest on the companion website togetherweat.com: Ikea wants your best family recipe and story, offering one winner some Ikea cash and a trip to the Big Apple.

Along with the 30-second spot comprising all the fictional families, Ikea has released shorter versions focusing on one group at a time.