Iglo - Freeze and Win (Netherlands)

Igloo, the frozen food business, wanted to improve consumer perceptions of frozen products and increase penetration of its products over the long-term.

Iglo – Freeze and Win (Netherlands)

Agency name: Ogilvy AmsterdamClient name: IgloCategory: Product Launch/Relaunch/Trial campaigns

BACKGROUND

Iglo is an A brand and the market leader in the frozen food sector.

Private labels have a strong position in vegetables and fish, which are Iglo's core frozen food segments. These private labels are jointly Iglo's key competitors.

The other A brands, such as Bonduelle and Groko, trail significantly.

The key limitations to further growth are:

  • The perception of and prejudice against the frozen food category: The majority of people in the Netherlands still think that frozen fish...

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