Iceland has said it will champion its teatime meals offer with its new sponsorship of ITV’s 5pm Paul O’Grady Show.
The sponsorship, which kicked off on Monday, continues the frozen food retailer’s association with ITV, having sponsored prime-time series I’m A Celebrity Get Me Out Of Here for many years. Iceland launched a Bushtucker Trial frozen foods board game last year.
“We’re proud of this sponsorship deal and it will give us a chance to show off our great family meals as many of our customers settle down for tea,” said Alison Laverick, Iceland’s head of marketing.
The move follows the start of a new Iceland TV campaign that revived the famous ‘that’s why mums go to Iceland’ slogan. Four product-specific ads are currently airing, which champion the price of its exclusive Greggs frozen sausage rolls, Kingsmill bread, own-label curry and fish fingers.
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