Iceland has picked Chester-based ad agency Blacksheep for a pounds
1.2m local marketing campaign to improve communication with local
The campaign, due for launch in May, will build on the personality
created for Iceland’s national advertising, but will focus on special
events and offers particular to local outlets. It will appear in local
press, on outdoor poster sites, bus sides and in-store.
Blacksheep account director Andy Johns said: ’We will focus on providing
sales, local services and store refurbishment information.’
This is the first time Iceland has used a single agency for local
HHCL & Partners handles Iceland’s national advertising.
The retailer, which is currently seeking a marketing director following
the surprise resignation of Alan Shepherd (Marketing, May 18), spends
about pounds 11m a year on advertising.
Last week, Iceland agreed to purchase cash and carry operator Booker in
an all-share deal valuing Booker at pounds 326m. Iceland’s enlarged
business is expected to have sales of pounds 5.5bn a year.