Iceland back on TV with Michael Bublé romance

Iceland is returning to screens with a new brand strategy and strapline, "Maybe it's time we met".

Iceland: new strapline
Iceland: new strapline

The new TV ad, created by Tom Reddy Agency, shows the characters Ben and Gemma meeting and developing a relationship over dinner together, before it is revealed that Ben is a driver for Iceland.

The new brand campaign is underpinned by Michael Bublé’s song "Just haven’t met you yet," and is designed to attract new customers to the supermarket.

It marks a stark change from Iceland’s previous ad campaigns featuring celebrities such as Kerry Katona and Stacey Solomon.

Last Christmas, Iceland used the strapline "Pure Imagination" using the song sung by Gene Wilder in the original Willy Wonka & The Chocolate Factory film, showing a girl walking through a winter wonderland.

In September last year Iceland Foods hired former Aldi managing director Paul Foley with a brief to identify new opportunities to grow the Iceland brand across global markets. 

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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