Mums lured to Iceland online

by Hayley Pinkerfield, Revolution UK 07-Mar-08, 10:30

LONDON - Iceland, the high street food retailer, has created a new interactive website targeting its core audience of mothers.

Through the site, Iceland is aiming to increase brand awareness and understanding of its products using interactive and user-friendly features.

A shopping-themed game, ‘Trolley Dash', has been designed as a new way to boost product recall, while other features include a party invitation creator and easy supper recipes.

Whitespace Interactive developed the site using Ruby on Rails (an open-source web framework), and included a CMS which gives Iceland control to make seasonal design and content changes as required.

"Great ideas, supported by easy-to-understand information are the cornerstones of brand-led websites, such as Iceland. High profile websites such as this one are being built in Rails which gives the client so much more flexibility." said Karen Woodhead, director of Whitespace Interactive.

Earlier this year, Iceland denied reports that it was to drop Kerry Katona as the face of the supermarket. Iceland's marketing director Nick Canning was quoted as saying that the brand was still "in negotiations" with Katona over her contract.