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...