The Brief:

• Sales of frozen food are declining.



• Research showed a desire for quick and easy frozen solutions for the family.



• The target was to establish Iceland as ‘The Frozen Food Experts’ and grow frozen sales as well as increasing fresh sales.

The Results:

• Customer research - the store was easier to shop and the team very friendly.



• Launched ‘that’s why Mums go to Iceland’.



• The co location of chilled and frozen created growth in both.



• Growth in high margin categories was exceptional: frozen vegetables up 100%.