Iceland, the frozen food retailer, has parted company with WCRS and
handed its pounds 16 million advertising account back to the Manchester-
based agency, Tom Reddy Advertising.
A joint statement issued by Iceland and WCRS this week cited ‘creative
differences and working relationship issues’ as the cause of the split.
The decision means Tom Reddy picks up the business two years after it
originally lost out to WCRS.
WCRS won the account in July 1994 without a pitch. At the time, the
decision forced Tom Reddy, responsible for the famous ‘Mum’s gone to
Iceland’ line, to axe a third of its staff.
Stephen Woodford, managing director of WCRS, explained the agency
disagreed with Iceland about the ‘future creative direction’ of its
advertising. ‘In these circumstances, continuing to work together was in
neither company’s interest,’ he said.
In recent years, Iceland has struggled to maintain market share from
erosion by supermarkets and to isolate a particular unique selling
Under WCRS, the ‘Mum’s gone to Iceland’ slogan was ditched. Instead, the
agency ran strategic advertising to encourage occasional shoppers to
increase the number of visits they make to stores.
In March this year Iceland turned to television promotions in order to
maintain market share, running a different campaign each month under the
strapline, ‘Home of frozen family food.’
Three months later these were scrapped in favour of an everyday low-
pricing policy on 40 of its most popular brands. The move was seen as a
bid to drive up flagging sales and help clear customer confusion on
Andy Bent, Iceland’s marketing director, said: ‘Sadly sometimes things
don’t work out. The best agency to meet our needs currently is Tom
Reddy, but we’re grateful to WCRS for all its hard work on the