Iceland Foods has appointed Leo Burnett London as its lead agency following a competitive pitch. The account was held by Accenture-owned Karmarama although Mother was tipped to win the business when it co-opted a Greenpeace film about the destructive effects of palm oil into Iceland’s Christmas campaign.
Leo Burnett will be responsible for setting the new strategic and creative direction of the brand. The7stars for media and Weber Shandwick Manchester for PR remain in place. Leo Burnett handled the Co-op until it moved to MullenLowe late last year.
Iceland marketing director Neil Hayes says: “We’re excited to begin working with Leo Burnett London. While getting to know them we’ve been impressed with both their strategic and creative thinking, and we can’t wait to make some brilliant advertising that reconnects us with our core audience.”
Newly-appointed Burnett and Fallon CEO Charlie Rudd says: “Iceland is one of Britain’s most innovative retailers and we are very excited to be working with such a forward looking brand. Our partnership means we can help take their brand to the next level and deliver long-term business growth.”
Iceland, founded in 1970, is the UK leader in frozen food and operates over 900 stores together with an online shopping service. It now sells fresh and chilled food too. It is eliminating plastic packaging and palm oil from its own label range.