Intro

Iceland are now two years into their three-year Power of Frozen Journey, and following positive increases in brand perception and consideration, we needed to begin to convert these increases to purchase intent.

What became evident was a need to showcase Iceland product in a new light, not of pre-prepared dishes, but as ingredients for scratch cooking. In order to educate consumers, we needed to bolster our spot airtime with longer form content, that would allow us to show of the Iceland product range.

The Brief

Iceland are well known for their range of pre-prepared meals, but substantial development has been made in their range of core ingredients across both fresh and frozen foods. Despite these developments consumers still see Iceland as a shortcut, and not as a destination for scratch cooking.

We needed to educate and inspire consumers, and showcase how adapting frozen behaviours can benefit everyday families in the kitchen. From reducing waste, to inspiring intercontinental recipes cooked from scratch, we needed to change the way we view our freezers. If the freezer were invented today, it would be seen as one of the most important innovations in the food industry.

What we did

Partnering with Simon Rimmer, Channel 4 and Hungry Gap Productions, we have created a series of 10 60 minute shows, showing how the freezer can be used to solve our kitchen dilemmas. Whether you’re bored of meatball Mondays and Stir Fridays, or have a house full of hungry teenagers, Simon will help you get through the week and ensure no one is left chained to the stove.

Each week Simon takes us through new recipes that will make mealtimes fun again, and help us make the most out of the freezer to help us reduce waste and save time. The series will be full of hints, tips and hacks, to help even the busiest of families through the week.

The Results

- Exceeded the viewing ratings by 110% in week 1 for the estimated ratings for that time-slot
- Second most watched programme on TV within time slot
- Social activity since campaign launch has reached 58.1million, with 7,288 #EattheWeek mentions
- Sentiment has been 99% favourable

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