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
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 Consumers have an outdated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
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.