THIS WEEK: Iceland turns on TV ad offensive

Iceland is to put its marketing spend behind monthly tactical television promotions in an effort to maintain market share against heavy spending by supermarket retailers.

Iceland is to put its marketing spend behind monthly tactical television

promotions in an effort to maintain market share against heavy spending

by supermarket retailers.



The frozen food chain will be maintaining a similar level of spend on

advertising to last year. In 1995 it spent pounds 14m (Register Meal).



But main board trading director Mark Hudson said the company is planning

to launch a different campaign each month for the next six months, under

the banner of ‘Home of frozen family food’.



‘We will continue to focus on product and special promotions - anything

that will keep the customers coming through our doors,’ he said.



Iceland is running a promotion with the Daily Mirror, offering free

Quorn burgers and in-store savings to readers.



It is also running a campaign over Easter to promote half-price fish.



The news comes as the frozen food retailer reported a 3.4% rise in its

pre-tax profits to pounds 72.6m during the year ending December 30,

1995.



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