Iceland is rebranding its 660-strong chain of supermarkets as
Iceland.co.uk in an pounds 8m drive to combine the marketing of its web
service with its bricks-and-mortar operation.
It becomes the first major UK retailer to change its core brand to take
on board the growing e-tail market.
The supermarket is replacing its 16-year-old logo with a new identity,
which will be splashed across stores, vans, packaging and marketing
Iceland will also capitalise on its ’ethical’ reputation by painting new
corporate messages, relating to issues such as GM foods and charities,
on the sides of its lorries.
In the spirit of Iceland’s advertising, lorries will also feature
’humorous reflections on life and shopping’.
Chief executive Malcolm Walker said the change represented the future of
British retailing, in which consumers will buy commodities online and do
everyday shopping on the high street.
Walker also announced a 19.5% profit increase. Pre-tax profit rose to
pounds 63.5m for the year ended January 1. Iceland also said that it had
ended talks with Storehouse on the possible acquisition of Bhs.
Alan Shepherd, marketing director for Iceland, said: ’We decided that
our stores represented a prime marketing opportunity for promoting our
web site address.’
Iceland was the first UK food retailer to offer a nationwide home
Recently, Iceland ran the first UK television advertising campaign for
supermarket home shopping, through HHCL & Partners.
The revamp, which was handled by an in-house design team with advice
from HHCL, will take place over the next 18 months.
From June, Iceland will also change its trading name from Iceland Frozen
Foods to Iceland Foods.