Magazine article Marketing

ADWATCH: Iceland Recommits Itself to Value-Conscious Mothers

Magazine article Marketing

ADWATCH: Iceland Recommits Itself to Value-Conscious Mothers

Article excerpt

The frozen food retailer's ads explain how its deals can help families get more for less, writes Sam Solley.

Iceland has unveiled a fresh look for its 'deal' promotions in a TV and radio campaign, one of several strategies backing the frozen food retailer's focus on its brand. The ad appears in this week's Adwatch table at number six with a recall of 58%.

The TV ads by HHCL/Red Cell broke on September 7. They feature Iceland's special offers against a backdrop of animated dancing products accompanied by carnival-style music.

Images illustrate seasons and events, including pumpkins for a campaign over Halloween; snow-flakes will be used for Christmas.

Brand personality ads are running alongside the 'deal' work. The spots focus on the brand's commitment to help busy, value- conscious mothers.

The latest ad, 'Party Fayre', features a family whose grandmother has invited her boyfriend to Christmas dinner. …

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