If you’ve been wondering if your latest campaigns felt as if they were metaphorically held together by sticky tape and brown paper, you might want to look to Iceland Foods for inspiration.
The latest campaign from its retail media arm, Iceland Retail Media, showcased its biggest, boldest ideas yet – quite literally. Giant 3D product models suspended from the ceiling featuring household names including Walkers Crisps, Crunchy Nut Cornflakes and Heinz Tomato Ketchup demonstrated that you don’t have to be digital to show off your bells and whistles.
The promotion live in posted recently by the network on its LinkedIn page, is supported by Iceland’s media activation partners, HH Global and GIG Retail.
Commentators on the campaign wondered if the positioning of the 3D media might literally go over consumers’ heads but responding to comments, Sarah Rothwell, Client Partner at GIG Retail, observed: “Our food warehouse ceilings are very high, therefore you’re right in that it can be difficult for shoppers to acknowledge media hanging from above. We also live in a world where most shoppers are looking down, (at their phones!) however we believe these 3D printed bigger packs created real show stopping, navigational signage, above and beyond the flat printed hanging signs you might find in some of our smaller Iceland stores.”
