Iceland will launch a commercial partnership with News UK’s The Sun newspaper on Friday, 13 June, promoting itself as ‘Proper Good Food for Proper Good People’.
The campaign’s sponsored and display content will appear in the print edition of The Sun on Friday, running across a double page spread.
Set to cover key dates in the retailer’s calendar such as the World Cup, and summer, the campaign aims to involve The Sun readers who shop at Iceland by inviting them to be profiled in future customer case study advertorials.
Nick Canning, executive director of people and customers at Iceland, said: “We are delighted to be entering this genuinely ground-breaking new commercial partnership with The Sun. Iceland has always been at the forefront of innovation in UK food retailing, whether that is in being the first supermarket to take artificial colours, flavours and non-essential preservatives out of our products, or in launching our still unique free home delivery service.
“The ‘Proper Good Food for Proper Good People’ campaign is a great way of telling people about the products, services and values that set Iceland apart, and allowing our own customers to play an active role in the delivery of those messages. We very much look forward to working with News UK and The Sun over the next year to deliver this campaign.”
The campaign will debut News UK’s new ‘Battenberg’ format: consisting of an advertorial positioned on the top left of the first page, containing a profile of an Iceland shopper discussing a selected product or service, such as free home delivery, from the retailer; while a display advert will feature on the bottom right of the second page.
Jacquie Duckworth, creative solutions director at News UK Commercial commented: “It has been exciting to break new ground with this campaign, and Iceland is the ideal brand to partner with for this type of venture. The campaign has seamlessly incorporated multiple News UK departments and competences, in order to develop content that will generate excellent exposure for Iceland’s products.”
As part of the campaign, there will also be an online hub will be updated with free supplementary content, and The Sun newspaper will be available to buy in Iceland.