Iceland Foods - Thawing perceptions with Iceland Foods

#PowerOfFrozen

THE PROBLEM

Everyone knows mums go to Iceland. 

But what Iceland Foods also wanted them to know, is that vegans go to Iceland. Foodies go to Iceland. Environmentally conscious millennials go to Iceland. The frozen food retailer needed to change the perception of itself and frozen food in general in the eyes of our growing nation of proud bargain hunters and quality connoisseurs. 


OUR RESPONSE

We crafted a three-pronged strategy to bring the #PowerOfFrozen campaign to life.

Firstly,  to educate audiences about the benefits of frozen through rich media content. Secondly, to show the brand’s new direction through a fresh, bold and continually engaging tone of voice. And lastly, show that Iceland is forward-thinking by pushing the boundaries and embracing innovative new functionalities. 

Following this strategy, we repeatedly lead conversations online. Notable examples include getting involved with the KFC shortage with “u OK hen?”, dominating the conversations around the Icelandic football team for the Euros and World Cup, staging a Facebook Live blind date in Iceland’s show kitchen and creating food-porn and influencer reaction videos for its delectable Christmas range. 


IMPACT

121 million
Total reach
101,000
Social channel growth
36 million
Video views
469,000
Rich engagements

●  Countless influencer and media endorsements of our activity

●  Tangible perception change, showed through pre and post campaign word clouds, with terms like “win” and “voucher” being replaced with “#plasticfree”, “recipe” and “#poweroffrozen”



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Iceland

But what Iceland Foods also wanted them to know, is that vegans go to Iceland. Foodies go to Iceland. Environmentally conscious millennials go to Iceland. The frozen food retailer needed to change the perception of itself and frozen food in general