Iceland debuts Power of Frozen television advertising campaign

Frozen food retailer Iceland has embarked on a new television advertising campaign that advocates the benefits of frozen food, narrated by brand ambassador Peter Andre.

The new Power of Frozen advertisement debuted last night on British television and forms part of Iceland’s latest marketing campaign. “At the core of the proposition,” the supermarket chain said, “is the message that by freezing food as soon as it has been picked, caught or prepared, the taste and quality is at a premium”.

The advertisement demonstrates that freezing allows Iceland to source produce from all over the world, bringing “fresh baked pizzas from the wood-fired ovens of Italy”, “coldwater prawns from the North Atlantic” and “authentic smooth gelato from Verona” to UK consumers. The company is hoping that this focus on provenance will help to drive sales across key summer occasions and enhance premium perception of a number of its ranges.

The new advertisement was first shown on UK television last night.

Created by London-based agency Karmarama, the campaign will run for 11 weeks and additionally incorporates door drops, outdoor and radio promotion, print wraps, video on demand content, and social activity. Iceland will also be taking its food on the road with a nationwide experiential tour showcasing the best of its new product ranges.

Iceland joint managing director Nick Canning said: “Iceland will be reaching a much broader audience than ever before and re-capturing the minds of consumers with confidence and passion. We devised this campaign to demonstrate the benefits of frozen food and also to showcase the provenance of our product portfolio.

“We want to show consumers the real power of frozen food, a category we have been experts in for 45 years. This campaign is about showcasing great quality produce that shoppers can trust because it’s been sourced by our experts and then frozen at source, retaining all the freshness and flavour.

“It’s fabulous to have Peter on board for another campaign. His friendly and relaxed approach means he’s the perfect ambassador to show how Iceland’s frozen ideas can inspire meal times and make a real difference to family life.”