Iceland Frozen Foods: Iceland Foods & I'm a celebrity, a perfect match

Faced with an intensely competitive market, Iceland was determined to improve sales during the crucial Christmas period. This paper shows how integrating the brand with its sponsorship of ITV's I'm a Celebrity, Get Me Out of Here and by employing 'Queen of the Jungle' Kerry Katona as a brand ambassador, Iceland increased its Christmas sales. The creative strategy focused on Iceland's party food. The 'Party Like a Celeb' campaign targeted mums via a programme they loved and two celebrities clearly associated with it. The campaign helped increase sales of the party food range by 26 per cent and generated payback of over £1.20 for every £1 spent.