Long live the King Prawn Ring

The King Prawn Ring is truly iconic to Iceland Foods and hugely nostalgic for many across the UK

We wanted to find a way of hero-ing this to engage audiences through media and social media, to kick off our activity for the festive period.

So we decided to put a stop to the “copy- crustaceans” and submit an application to trademark it, along with a warning letter to other supermarkets advising against copying the product in any of their Christmas food ranges.

What we did

In an open letter, posted on X Iceland asked supermarkets such as Tesco, Aldi and Asda to think twice about including an ‘imposter of a king prawn ring’ this year.

Iceland’s application has been submitted to the Intellectual Property Office (IPO), and if granted, will come into effect just before Christmas.

Highlights included 46 pieces of print and online coverage, featuring hits on the BBC, Mail Online, Mirror online, The Sunday Times, Metro and Daily Star. Also generating high numbers of social mentions and interactions from other supermarket social accounts, in turn driving further coverage for the campaign.

Client Iceland

Services All Projects , Creative , Media , PR

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Iceland