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.
