Changing perceptions of Iceland Foods

Our brief was to engage and drive continued loyalty amongst existing Iceland consumers,
increase awareness and change perceptions amongst non-believers in frozen and
increase market share and drive sales.

We did this by educating audiences about the forward-thinking benefits of frozen with proactive rich media content showing off the range and quality of Iceland’s food that is fuelled by #poweroffrozen.

We demonstrated that Iceland is current and forward-thinking and pushes the boundaries by reacting to online conversation and trends through always-on community management and innovative use of new platforms and functionalities.

And finally, we showed-off the brand’s new direction through a fresh, bold and continually engaging tone of voice, dominating and owning brand-led conversations through #Poweroffrozen

  • Total social impressions of 284,339,506
  • Market Share increased by 0.2%, from 2.0-2.2% between March 2016- June 2017 (Kantar)
  • Grew existing social following by 15% across all channels
  • Social media endorsements from influencers and media relevant to our target audience such as BBC news, Sky News, Capital FM, Heart Radio, TalkSport and YouTube stars
  • Positive endorsements from the target audience, indicating an intent to change shopping habits
Campaign Media