Iceland Launches ‘Celebrity-Free’ TV Campaign To Highlight The Benefits Of Frozen Food

Iceland yesterday launched its new TV campaign celebrating the ‘Power of Frozen’ as part of the brand’s new marketing platform aimed at showing consumers the multiple benefits of frozen food. In departure from its celebrity-led campaigns of recent years, the series of new adverts star three real-life families from around Britain, with the first TV ad airing during last night’s Britain’s Got Talent on ITV.

‘The moment we met Iceland’ ads take viewers into the homes of three families who are awaiting a surprise food delivery, to capture theiceland-family moment they meet Iceland and their reaction to the chain’s extensive food offer (see video below).

The campaign will run for six weeks and includes in-store activity, outdoor, radio, direct marketing, digital and press advertising.

The campaign follows the launch last week of a new partnership between Iceland with popular parenting YouTube community, Channel Mum. Videos see real-life mum vloggers challenged on their perceptions of frozen food and introduced to the chain’s wide product range available for cooking family meals. The retailer said that the mums loved the convenience of being able to cook so much straight from the freezer, and the big reductions in food waste this helps them to achieve.

Iceland’s joint Managing Director Nick Canning commented: “These new Power of Frozen ads and vlogs are completely unscripted, which carries its risks, but we were really keen to capture the families’ and mums’ real and honest reactions as they unpacked their groceries. We wanted to be there to capture the moment when their perceptions of Iceland and indeed frozen food change.”

He added: “This new campaign really brings home what an astonishing and innovative range we sell and the great quality that Iceland stands for. Most people already know that frozen food is quick, convenient and good value. Now we want to prove to them that is also healthy, nutritious, authentic, exciting, delicious – and a great way of cutting down on waste. We look forward to welcoming many new customers to our stores and our top-rated online shopping service, where we are sure they will be equally amazed by everything that Iceland can offer.”

NAM Implications:
  • Educational, reality TV will be a slow burn, fingers crossed
  • Meanwhile opportunities for suppliers to propose related initiatives?