Iceland is returning to screens with a new brand strategy and strapline, "Maybe it's time we met".
The new TV ad, created by Tom Reddy Agency, shows the characters Ben and Gemma meeting and developing a relationship over dinner together, before it is revealed that Ben is a driver for
The new brand campaign is underpinned by Michael Bublé’s song "Just haven’t met you yet," and is designed to attract new customers to the supermarket.
It marks a stark change from
Last Christmas, Iceland used the strapline "Pure Imagination" using the song sung by Gene Wilder in the original Willy Wonka & The Chocolate Factory film, showing a girl walking through a winter wonderland.
In September last year Iceland Foods hired former Aldi managing director Paul Foley with a brief to identify new opportunities to grow the Iceland brand across global markets.
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