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Iceland Foods | Company Profile, Marketing Contacts, Media Spend, Brands

Iceland Foods is a British supermarket chain, which sells frozen foods, including prepared meals and vegetables.

Main Telephone 01244 830 100
Main Fax 01244 814 531
Primary Address
Second Avenue
Deeside Industrial Park
Deeside, Flintshire CH5 2NW

Iceland Foods Contacts

Contacts (5/11)
Name Title City
Mel M. Director, Marketing Flintshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 01244 830 100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Second Avenue
Deeside Industrial Park
Deeside, Flintshire

Andrew T. Online & Digital Marketing Manager Flintshire
Laura F. Advertising Manager Flintshire
Daniel T. Marketing Manager Flintshire
Kara B. Consumer Marketing Manager Flintshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Iceland - Food & Drink Rge ********

Agency Relationships

Brand Agency Service From To
******* - **** & ***** *** ********* media buying & planning 2015 present
******* - **** & ***** *** ******* creative unknown unknown
******* - **** & ***** *** ***** ********* ********** Public Relations 2017 present
******* - **** & ***** *** ********* Social unknown present

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Who is the Director, Marketing of Iceland Foods?

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Digital, Agency Opps: Iceland Foods taps Tangerine to get the social media juices flowing

Subject: Sponsorship, TV, Radio, Outdoor, Press, Door Drop, Direct Mail, Digital, In-Store

Company: Iceland Foods is a British supermarket chain, which sells frozen foods, including prepared meals and vegetables.

Update (11 Oct.): The food retailer's social media team is working with Tangerine to realign its online presence. The agency is leading with a content-driven strategy to hyper target foodies, millennials and fitness fanatics.

DV has been warning readers of this pressing opportunity for a while and campaigns are set to roll out, so agencies that can help should speed things up. Hopefully Iceland's #PowerOfFrozen initiative will bring in new and current audiences. The company will hopefully build momentum through their Christmas offerings and will ride this success into 2017 ahead of spring/summer cookout season. Online and ATL sellers should reach out throughout Q4.

Also note, Pathmatics shows, throughout this year Iceland Foods has already spent £96.5k on video ads that nabbed 8.9m impressions. Meanwhile,  £82k has been spent on desktop adverts to generate close to 28m impressions. The company prefers a programmatic strategy and digital should see a spike this Christmas. 

The following was originally published on 15 Jul

Opportunity: Appointed creative agency Whippet, following a competitive pitch, to develop new in-store communications for its future supermarket. The agency specialises in communications and design, along with retail strategy and is looking to better engage Iceland customers.

Just last month, DV reported the company's appointment of Brawl to develop the the sponsorship of its national football team during the Euros. Iceland will continue to push new products and marketing and could still be looking for outside resources that can prove ROI's. Sellers should reach out immediately to benefit from the new in-store format and agencies should continue to reach out for opportunities.

the7stars has handled media planning and buying since 2015.

Additional Information

Media Spend: Last year the parent company spent over £40.6 million across TV, outdoor, radio, with some devoted to press, door drop, direct mail and digital. Early 2016 is seeing similar spending and peak periods are Q2 and Q4.

Digital Breakdown: In the 12 months to June 2016, PlayStation ran 99 standard display ads on 557 publishers, according to Moat. In addition, the brand ran 31 high impact ads and 17 video ads. Of the display ads run, only 5% were published site direct versus programmatic. Top ad destinations included,, and Top publishing categories are news, shopping and health and fitness.

Competition: Lidl.

Iceland Foods
Second Avenue
Deeside Industrial Park
Flintshire CH5 2NW
T: 01244 830 100

Ms Alison Laverick
Head of Marketing

Mr Andrew Thompson
Online & Digital Marketing Manager

Mr Dino Myers-Lamptey
Head, Strategy