Iceland has partnered with UK mummy vlogging network, Channel Mum, in a bid to create adverts about real customers and their appetite for Iceland's frozen food.
In a deal, planned and brokered by media agency, the7stars, Channel Mum will create 36 pieces of video content featuring Iceland products over the next eight months.
Many of the videos, which Iceland believes will engage customers more effectively than traditional adverts, will feature dads as the protagonists. In a move which sees the retailer stepping away from celebrity endorsements, Iceland hopes its #PowerofFrozen brand ethos will continue through authentic video content where parents share frozen food meal hacks every week.
"We want to leverage our partnership with real mums to not only connect with our audience, but change their opinions towards frozen food so a VOD first campaign is the perfect fit," said Nick Canning, Joint MD of Iceland. "We’re looking forward to seeing how the public respond and interact with the new campaign."
Essential Retail spoke to Iceland earlier this year and Canning said the retailer was spending a lot of money with consultancies and technology partnerships trying to keep on top of the latest digital innovations.
Canning also stressed how customer experience is everything at Iceland and start-ups help the retailer improve the customer journey. "We have to think and act differently to try and mould their solution back into the business."
Founder of Channel Mum, Siobhan Freegard, added: "Using family vloggers on VOD is an industry first we're immensely proud of. It powerfully demonstrates the benefits of using real consumers who are genuine brand advocates and shop at Iceland as part of their everyday lives."
She continued: "But while it's a first with new technology, in many ways it's also a return to good old fashioned advertising where consumer testimonials and word-of-mouth recommendations came before flashy creative. Currently only the most forward thinking brands and agencies have realised this fresh direction, but it's a change we're seeing much more of as brands embrace people power once again."
