NEWS: Iceland ditches WCRS for Tom Reddy

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 01 November 1996 12:00AM

Iceland, the frozen food retailer, has parted company with WCRS and handed its pounds 16 million advertising account back to the Manchester- based agency, Tom Reddy Advertising.

Iceland, the frozen food retailer, has parted company with WCRS and

handed its pounds 16 million advertising account back to the Manchester-

based agency, Tom Reddy Advertising.



A joint statement issued by Iceland and WCRS this week cited ‘creative

differences and working relationship issues’ as the cause of the split.



The decision means Tom Reddy picks up the business two years after it

originally lost out to WCRS.



WCRS won the account in July 1994 without a pitch. At the time, the

decision forced Tom Reddy, responsible for the famous ‘Mum’s gone to

Iceland’ line, to axe a third of its staff.



Stephen Woodford, managing director of WCRS, explained the agency

disagreed with Iceland about the ‘future creative direction’ of its

advertising. ‘In these circumstances, continuing to work together was in

neither company’s interest,’ he said.



In recent years, Iceland has struggled to maintain market share from

erosion by supermarkets and to isolate a particular unique selling

point.



Under WCRS, the ‘Mum’s gone to Iceland’ slogan was ditched. Instead, the

agency ran strategic advertising to encourage occasional shoppers to

increase the number of visits they make to stores.



In March this year Iceland turned to television promotions in order to

maintain market share, running a different campaign each month under the

strapline, ‘Home of frozen family food.’



Three months later these were scrapped in favour of an everyday low-

pricing policy on 40 of its most popular brands. The move was seen as a

bid to drive up flagging sales and help clear customer confusion on

prices.



Andy Bent, Iceland’s marketing director, said: ‘Sadly sometimes things

don’t work out. The best agency to meet our needs currently is Tom

Reddy, but we’re grateful to WCRS for all its hard work on the

business.’



This article was first published on campaignlive.co.uk

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