Iceland renews attempts to attract mums

Iceland is continuing to make busy, cost-conscious mothers its prime target in new TV advertising under the theme: "Mums are heroes."

HHCL/Red Cell has created the new 30-second spot breaking nationally this Thursday. The ad shows how the supermarket chain offers ideas and solutions for mothers in the run-up to Christmas no matter what the situation.

MediaCom is planning and buying media for the latest campaign. It is the latest stage in the supermarket chain's effort to put itself back on course after a decline in demand for frozen food.

The new ad features a family whose gran has invited her new "boyfriend" for dinner. He becomes the "guest from hell" and the family watches tensely as the mother offers him plate after plate of food only to be met with a reason why he can't eat it.

He doesn't like oriental, chocolate rolls give him wind and ice-cream chocolates give him headaches. Only when presented with toad-in-the-hole does he relent, much to everyone's relief.

The commercial was written by Suzy Warren, art directed by Georg Thesman and directed by Barnie Cokeless through Clear.

Nick Canning, Iceland's marketing director, said: "Iceland recognises the role mums have in feeding a hungry family on a budget. 'Mums are heroes' is our way of demonstrating that we put them centre stage in all we do."

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