Iceland appoints HHCL & Partners

HHCL & Partners has prised Iceland’s pounds 10 million advertising account from the Manchester-based incumbent, Tom Reddy Advertising, after handling a six-month project for the frozen food retailer.

HHCL & Partners has prised Iceland’s pounds 10 million advertising

account from the 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 start 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. 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 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 Consumers have an outdated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 food retailers will stand up on food safety issues,’ he

said.



Chris Satterthwaite, a partner at HHCL, said: ’Iceland is one of the

great innovative companies around at present. What it’s done with home

shopping and home delivery is phenomenal. 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.’



This is the second time Iceland has looked beyond Tom Reddy, its agency

off and on for more than ten years which created the slogan ’Mum’s gone

to Iceland.’ WCRS held the account from 1994-6.



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