Iceland

For the full case study including all the different aspects and activation please download the Power Point document on the right hand side under Nickable Stuff

Background:
Iceland is the seventh biggest food retailer in Britain with a turnover of £2.4 billion representing c.1.8% share of the total food market in the UK. The brand has been the proud broadcast sponsor of IACGMOOH! for the past four years, and will continue to be for the next year. Nearly 80% of Iceland customers already shop with the big four retailers in any given month, so Iceland is a unique secondary food retail destination for its customers.

Objectives:
They wanted to support the crucially important pre-Xmas trading season and launch the arrival of the frozen ‘party range’ and build awareness of the range and drive SOV within a competitive market. In addition they wanted to engage directly with the key target audience of HWCH, drive footfall and build Iceland's credentials as the only place for frozen party food.

Reasons for sponsorship:
The format efficiently targets Iceland’s core audience of HWCH and it perfectly coincides with the launch of the Xmas party food range whilst offering a tactical platform for raising awareness. The show has a huge impact on viewers when it hits our screens for an intensive three week block in November; this concentration helps to increase Iceland’s share of voice across this competitive period. IACGMOOH easily becomes one of the most talked about programmes within the national press; in 2008 it was estimated that the PR coverage of the show was valued at £32.8million!

Results:
All new and existing products that were solely featured in the idents demonstrated a total sales uplift of 88% week on week. Iceland used the idents to introduce new product lines such as Breaded Jalapeño Peppers, Mini Choc Cups, Mini Rocky Roads and Mini Chicken Lattices.  All of these products were again exclusively featured in the idents.  Across these lines the sales uplift was 275% week on week and some of the party range contained firm favourites that were brought back for Christmas 2009 such as King Prawn Spoonz, Sticky Chicken Skewers, Mini Cornish Pasties, Mini Quiches and Mini Hot Dogs.  All of these products were just featured in the idents and across these 5 lines total sales increased 86% week on week. Even existing products such as Duck Spring Rolls which are available in store 52 wks a year also demonstrated a significant sales uplift across week one of 25%, this product was again only featured in the idents. Please note the sales uplifts will also have been positively affected by distribution increases, store layout and POS activity and Christmas advertising.

For the full case study including all the different aspects and activation please download the Power Point document on the right hand side under Nickable Stuff