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. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More