- HHCL & Partners has prized Iceland's £10 million advertising account from Manchester-based incumbent Tom Reddy Advertising, after handling a six-month project for the frozen food retailer.
HHCL started working with Iceland on a "branding" project at the beginning of this year (Campaign, 9 January). This week's appointment of HHCL to the entire business coincides with plans to rejuvenate the brand. HHCL's first work is expected to break next January. TMD Carat Manchester, which handles Iceland's media planning and buying, is unaffected.
Russell Ford, Iceland's joint managing director, said: "Tom Reddy has done a very good job in delivering effective promotional advertising. But as a result of working for six months on the brand with HHCL, I felt it would be better for Iceland to implement its rebranding through them."
He continued: "It's time to change. Consumers have an outdated perception of Iceland. We've moved an incredible amount in two years but haven't reflected that in our advertising and marketing. It's time to challenge consumers and to do so in an innovative way."
Ford added that Iceland's high-profile refusal to stock genetically-modified food would be a feature of future advertising. "Very few other food retailers will stand up on food safety issues," he said.
Chris Satterthwaite, an HHCL partner, said: "Iceland is one of the great innovative companies around at present. What it's done with home shopping and home delivery is a phenomenal achievement. This was a meeting of minds of people who believe innovation is a way to build commercial success. They've got a great can do attitude which is very refreshing."
This is the second time Iceland has looked beyond Tom Reddy, its agency off and on for more than ten years, and the shop which was responsible for the slogan "Mum's gone to Iceland".
In 1994, Iceland appointed WCRS to the entire account without a pitch. However, the two parted company just two years later citing "creative differences and working relationship issues".