Frozen food chain Iceland have announced that it will be sponsoring Iceland (the country) during Euro 2016, which kicks off later this month.
The idea for tie-up came about after Iceland qualified for their first ever championship finals, which led to Iceland (the supermarket) being mistakenly inundated with ‘congratulatory’ tweets and messages.
The resulting partnership has seen the supermarket fly out to the team’s training facilities in Reykjavik to create fun and motivational short films together, to be shared throughout the competition. The supermarket captured footage of the two ‘Icelands’ meeting for the first time, in a series of spoof videos to be broadcast through the supermarket’s social channels.
Speaking about this partnership, Iceland Food’s social media manager Andy Thompson, said: “Suddenly it made perfect sense; rather than supporting just our main national teams, why not get behind yet another, as our second choice, to double the fun? The Icelandic have a quirky sense of humour that we really identify with, plus, of course, we share a name.
“The football team have been more than happy to work with us on some engaging content – looking at our national idiosyncrasies, plus training and nutrition tips – as well as having some fun! And, of course, we will be rewarding customers who join us in supporting them with in-store offers and social give-aways.”
As well as the social and promotional aspect of the partnership, an Iceland ‘frozen pea van’ will be visiting Iceland games during Euro 2016 in France, giving away co-branded scarves to help get British supporters behind the smallest nation in the tournament.