MARKETING FORUM: HHCL creates confrontational Iceland work

HHCL & Partners has resorted to chastising the public for their misconceptions of Iceland in a ’wake-up call’ campaign for the retailer.

HHCL & Partners has resorted to chastising the public for their

misconceptions of Iceland in a ’wake-up call’ campaign for the

retailer.



The work, which breaks this weekend, has three core messages that

counter public opinion about the chain. First, that it sells more than

just frozen food and, second, that it offers nationwide home delivery.

The campaign’s third aim is to reassure people about the quality of

Iceland’s food, talking about its commitment to using natural colourings

and flavourings.



The ads introduce two animated children’s characters, called Jack and

Jill, who use basic language to spell out how frustrated they are that

people don’t understand what Iceland has to offer.



And they get quite violent in their protests. One ten-second slot shows

them banging their heads against a brick wall as the voiceover by the

actor, Richard Briers, explains that Iceland offers home delivery;

another spot has them tearing their hair out as the voiceover says the

retailer offers more than just frozen food.



Richard Huntington, an account director on Iceland, said: ’It’s a tense

moment for Britain’s food retailing. The arrival of Wal-Mart is putting

the frighteners on and a lot of retailers are responding by cutting

prices. As a smaller outfit, Iceland will only survive if it

differentiates itself from the others. At a time when everyone is

concentrating on price, these are ads which concentrate on everything

but price.’



The ads were written by Jonathan Burley, art directed by Ian Williamson

and produced by Passion Pictures. Media planning and buying is through

MediaCom TMB.



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