Previously, Iceland had not been in a position to talk about the quality and range of its food, as trust and perception for the brand were at an all-time low. It needed a powerful voice to do the talking; to bring advocacy and trust to a brand that was struggling to standout for quality, value and convenience, especially among younger, millennial mums.
Recent research reveals the overall most-trusted information source for mums is other mothers, with 63 per cent believing information passed on by their peer group over any other source. And online video is seen the most trusted media type for millennial mums, with 35 per cent trusting it above any other. Combining the two gives a powerful, authentic and trust-based format.
the7stars brokered an exclusive deal with vlogging platform Channel Mum using real millennial mums, in a media first for the supermarket industry.
The campaign challenged perceptions around frozen food by highlighting the store’s healthy and upmarket – but affordable – offerings. It was also the first from a UK high street store to harness the phenomenon of mum-to-mum horizontal marketing – dubbed ‘recommendation’ by marketing experts.
The campaign amplified the high-street favourites existing #PowerofFrozen activity by asking mums to share their own favourite frozen food meals and food hacks each week on #FrozenFriday, to coincide with the release of a new weekly video.