Frozen food retailer Iceland has embarked on a new video on-demand (VOD) campaign in the UK, in collaboration with a ‘vlogging’ platform for mothers.
The partnership with Channel Mum will see content roll out across broadcast VOD, digital VOD and social video. The retailer claimed that ‘demand for real content over traditional adverts’ is continuing to push companies into creative marketing.
In what has been described as ‘a media first’, Channel Mum will create 36 pieces of video content over the next eight months focusing exclusively on fathers – a step-change for both Channel Mum and Iceland, which have traditionally focused on appealing to mothers. One such video shows a pair of fathers cooking a gourmet steak meal for their partners using Iceland’s frozen food.
The campaign further bolsters Iceland’s move away from celebrity endorsements and amplifies its commitment to change consumer perceptions of its brand.
Nick Canning, joint managing director of Iceland, said: “We want to leverage our partnership with real mums to not only connect with our audience, but change their opinions towards frozen food so a VOD-first campaign is the perfect fit. We’re looking forward to seeing how the public respond and interact with the new campaign.”
Channel Mum founder Siobhan Freegard said: “Using family vloggers on VOD is an industry first that we’re immensely proud of. It powerfully demonstrates the benefits of using real consumers who are genuine brand advocates and shop at Iceland as part of their everyday lives.
“But while it’s a first with new technology, in many ways it’s also a return to good old-fashioned advertising where consumer testimonials and word-of-mouth recommendations came before flashy creatives. Currently only the most forward-thinking brands and agencies have realised this fresh direction, but it’s a change that we’re seeing much more of as brands embrace people power once again.”
And Isobel Mooney from The7stars, the media agency that planned and brokered the VOD campaign, said: “We’re excited to extend the reach and power of the partnership across VOD media channels and bring dad into the picture, strengthening Iceland’s position as a family-first retailer.”
© FoodBev Media Ltd 2019