Iceland ads show shift in brand image

Iceland is likely to drop its “Mum’s gone to Iceland” advertising slogan in a new strategic advertising campaign which breaks this autumn.

The campaign, through WCRS, will encourage occasional shoppers to increase the number of visits they make to the chain’s stores. The chain will move away from its focus on price and launch a brand-building campaign to promote the benefits of its frozen foods.

The new direction is a result of market research undertaken by Mark Hudson, the newly-appointed trading director, over the past year.

Marketing director Andy Brent, who joined the chain from Procter & Gamble two months ago (MW April 7), says the chain will focus more strongly on younger C1 and C2 shoppers who, according to Brent, are the people who eat most frozen food and have the potential to make more visits to Iceland shops.

Iceland’s previous advertising has attracted older D1 and D2 shoppers with fewer children.

“We need to add clarity to our advertising, though price will continue to be an important part of the message,” he says.

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