Iceland Foods is rolling out “supersized” 3D hanging signs of popular products to stores, as part of its retail media efforts.
The “giant” cardboard replicas are one of a number of new physical retail activations Iceland is offering to suppliers through its in-house retail media network, which launched earlier this year.
The signs are hung from the ceiling or can be placed in high-impact locations in the aisles of Iceland and Food Warehouse stores.
Current examples include a giant Heinz Tomato Ketchup bottle, Walkers 20-pack boxes and a hanging jumbo multipack of Velvet toilet roll.
Iceland is also using the tactic to show off its own label lines, including Big Value Packs of frozen sliced chicken breast and back bacon rashers.
“These giant 3D hanging signs recently launched in-store, enabling featured products to rise above the competition and command attention from the moment shoppers walk in,” Iceland Retail Media said in a post showing off the new activations.
Iceland Retail Media said it was “not in a position to comment yet” on the new activations to The Grocer, despite already promoting them across its social media channels.
The propositions are the latest to come from its burgeoning partnership with Leeds-based retail media consultancy Gig Retail, which launched in May. Gig specialises in retail media planning and strategy and has been helping Iceland to onboard new suppliers to its retail media network.
Iceland kicked off a major push to grow its income through retail media in March, launching its first ever in-house retail media team under former category manager Adam Smith as head of retail media. It plans to add thousands of digital screens to stores as part of the expansion.
Rich Ford, creative director of retail design agency Sherlock Studio, praised Iceland’s “innovative” approach.
“It chimes with the recent OOH advertising trend for playing with scale,” he said. “These are fun, inventive, refreshingly different and quite artistic and I’d say it’s a simple but innovative use of retail media.”
Digital screens and online advertising remain the primary focus of supermarket retail media efforts as they allow them to deploy and capture customer and supplier data. However, grocers have been turning back to physical cardboard fixtures as a way of dialling up “retail theatre” in their stores, while also increasing commercial revenues.
Sainsbury’s, for example, has trialled 3D branded products attached to in-category signage in aisles, including with brands such as Charlie Bigham’s. It has also been working with suppliers to roll out “hyper-local” displays.
For example, with Red Bull, which sponsors Leeds United FC, it rolled out freestanding paper arch displays to Sainsbury’s supermarkets in the city to celebrate the team’s promotion to the Premier League in May.
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