Iceland Food Club
“More than ever, people are struggling to purchase much needed everyday items during this relentless cost of living crisis, and fresh thinking is required by business and government to find workable solutions.”Richard Walker, Managing Director of Iceland Foods.
In partnership with Iceland Foods, Ketchum launched a campaign to provide support to those that need it most in the Cost-of-Living Crisis. The Iceland Food Club is a first-of-its-kind ethical, affordable and flexible credit solution, offering micro-loans of £25-£100 to customers across the UK to help purchase everyday items.
The Iceland Food Club launch garnered 50,000 sign-ups within the first week, providing a lifeline to 20,000 customers in its first three months and helping over 10,000 in December alone. The team also secured over 200 pieces of coverage, hitting all the top UK national publications and retail trades including BBC News, Sky News, The Guardian and The Telegraph.
This outstanding campaign won a coveted Gold Lion in Creative Commerce in the Corporate Purpose & Social Responsibility category – amongst three others. The PR Lions jury awarded the campaign two Silver Lions in the Retail and Corporate Purpose & Social Responsibility categories and a Bronze Lion in Single Market Campaign. This is an incredible feat, considering PR Lions received over 1,600 entries and just 163 campaigns shortlisted (10%).