Iceland Foods advert

A snapshot of the advert that appeared in the Evening Standard

A new marketing campaign by Iceland Foods includes a push for its fresh produce range.

Despite the campaign primarily focusing on the 'Power of Frozen', hence its name, the retailer is also working on alerting consumers to the range of fresh fruit and vegetables it stocks.

Advertising slots have included a 'wrap' around the front and back covers of the Evening Standard, featuring a range of fresh produce items, many emblazoned with a British flag to demonstrate the retailer's UK-sourcing credentials.

A spokesperson for the retailer, said: 'Our insight tells us that in the London region, fresh produce lines are very popular. Our national campaign, the Power of Frozen, is all about the benefits of frozen food; however, we also wanted to overlay geographic intelligence and provide customers with additional products we know reflect their needs.

'We hope the ‘Power of Frozen’ campaign will educate and challenge perceptions of both frozen food and of Iceland. The Power of Frozen is an overarching message which encompasses the multiple benefits of frozen food; whether it be quality, choice, provenance, value, waste reduction, health or convenience messages.'

The campaign comprises TV, radio, press, door-drop, digital and experiential activity. Iceland has not disclosed how much it has splashed out on the marketing campaign.

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