Iceland has kicked off a campaign lauding its speciality fish and meat selection - which includes ostrich, crocodile and kangaroo meat products - in a bid to stand out in the increasingly competitive grocery sector.
Starring Iceland ambassador Peter Andre, the TV campaign shows the former ‘I’m a Celebrity’ contestant cooking the unsual food and encouraging viewers to try them.
Nick Canning, joint managing director at Iceland, said the campaign aims to bring to life the confidence and passion the supermarket has for its new specialty range as well as everyday essentials.
“The campaign provides a platform to showcase our food being prepared in situ. It’s also great to have Peter on board– he’s proved to be really popular with our shoppers,” he added.
It was created and developed by Karmarama with The7Stars handling its media buying across all channels. The agency recently replaced Iceland’s long-standing media buying partnership with Mediacom North.
It comes as the ‘Big Four’ supermarkets continue to promote their low prices. At the beginning of the year, Asda ploughed £300m into a roll-back campaign while Sainsburys’s spent spent £4.6m on TV and press advertising to promote its lower prices on "products that matter".
According to Neilsen, discount rivals Aldi and Lidl similarly invested heavily into marketing in January with activity like the 'Aldi Challenge' campaign.