The new ads, which showcase Iceland’s extended Party Fayre range, coincide with the launch of a new quarterly customer magazine - a first for the chain.
The free magazine, which has the look and feel of a women’s weekly rather than a glossy “BBC-style” magazine, has been distributed to
all 755 stores and sent out with a couple of weekly magazines as an insert, said marketing director Nick Canning. “With the magazine and the TV campaign, we are trying to broaden our communications platform to focus on product quality and innovation as well as deals - which are still a core part of our strategy.”
The Party Fayre range, priced £1.99 and £2.99, has been extended to four cabinets and placed near front of store to build on seasonal demand.