Thursday 13 June 2019 9:29 am
Iceland speeds up store roll-out as Christmas ad improves perceptions
Iceland Foods is aiming to speed up its store roll-out this year despite facing a market with uncertain customers.
Iceland shot into the headlines late last year when its Christmas advert was banned from British television.
Around 1m people signed a petition to broadcast the advert, which featured a cartoon orangutan speaking about deforestation.
“As a result, the ad went viral on social media, attracting more than 80m views and making it the most-watched Christmas TV commercial of all time,” Iceland said today.
It added: “We gained further attention through a series of stunts around the UK involving an animatronic orangutan. All this created unprecedented levels of media and public interest in Iceland, and a significant improvement in perceptions of our business.”
Iceland added 45 new UK stores to its portfolio, while closing down eight, it said. It has already opened 14 new shops this year, and plans a further 36.