Iceland frozen foods: A new approach to retail food advertising

Wendy Reddy and Brian Walker

Explains Tom Reddy Advertising's 1988 campaign for Iceland frozen foods ('Mum's Gone to Iceland' by campaign, performance, and evaluation.
Agency: Tom Reddy AdvertisingAuthors: Wendy Reddy and Brian Walker

Iceland frozen foods: A new approach to retail food advertising

INTRODUCTION

As retailers, Iceland Frozen Foods have a highly sophisticated transaction 'tracking' system providing the kind of information most FMCG brands could only dream of. It proves that the transactions obediently follow the lines of the advertising stimulus with an effectiveness that tempted us to enter this case-history in the Established Goods and Services category.

Instead, we opted for the Longer, Broader Effectiveness category, believing we can bring to it a new point of entry and emphasis.

The...

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