A new face propels Iceland to the top of the table


Agency: the7stars

Grocery was the first sector to be rocked by Covid-19. Most supermarkets just held on for dear life, but our rapid insight-driven response helped Iceland feed the nation and become the fastest growing supermarket in the UK for 8 months consecutively. Within weeks of the first lockdown we'd identified a brand new shopper audience to help inform a very different approach to advertising. This rapid shift in approach, led by our use of insight, helped grow Iceland's market share from 2.1% to 2.5% during the pandemic, showing the value of our quick thinking - not all boats rise equally with the tide.