CAMPAIGN:
DOING IT RIGHT
FROZEN FOOD WAS THE
LEAST INTERESTING THING
ABOUT ICELAND.
THE RESULTS
100K+
Signatures for fairer formula pricing
£2M
Saved by 40,000 Food Club families
77%
Of Food Club users cut food bank use
71%
Of Food Club users reported healthier diets
£200
Theft threshold, and the momentum to remove it
950+
Pieces of coverage across the three campaigns
THE STORY
Squeezed households, a grocery sector under scrutiny and a retailer known for one thing. Iceland had a better story: what it was doing for the people who shop there. Corporate and consumer had to tell it as one.
THE CAMPAIGN
DOING IT
RIGHT.
One newsroom, one Doing it Right narrative. Food Club with Fair for You for school-holiday essentials. Formula for Change: a £7.95 formula, a 100,000-signature petition and a chairman on every channel. A £1 reward that put retail crime on the national agenda and positioned Iceland as a leading voice on the impact of shoplifting.
