Campaign details

Brand: Iceland Foods Ltd
Agency: Weber Shandwick

Summary

Each year, UK retailers battle it out for their Christmas adverts to create more buzz than any other. So when your carefully honed and environmentally meaningful ad, designed to stand out amongst the chatter of Christmas consumerism gets banned, what do you do? In keeping with its on-going commitment to the environment, family-run frozen foods supermarket Iceland had elected to use 'Rang-tan' - a short film developed by Greenpeace explaining the devastating deforestation caused as a result of palm oil production - as their Christmas advert.

The 90-second ad highlighted Iceland's role as the first UK supermarket to remove palm oil as an ingredient from its own brand food; a commitment to responsible palm oil sourcing that had been announced earlier in the year with our 'palm oil alarm call' campaign. Positive reaction had included high-end London department store, Selfridges' decision to sell Iceland's palm oil-free mince pies, for the very first time. So far, so good.