Home Marketing & PR 10,000 t-shirts boost Iceland’s campaign over banned TV ad

10,000 t-shirts boost Iceland’s campaign over banned TV ad

Staff at Iceland's Chester store wearing the campaign t-shirts

Frozen food chain Iceland’s campaign to promote its banned Christmas TV advert has been given a boost by personalised clothing business Clothes2order – 10,000 times over.

Staff at the Manchester company sprang into action to supply 10,000 t-shirts raising awareness of the ‘Rang-tan’ advert in double-quick time.

Iceland ordered the shirts for staff to wear in its 900-plus stores urging customers to watch the advert on YouTube.

Clothes2order, based in Trafford Park, achieved one of its fastest-ever turnarounds for an order of that size by delivering the shirts within three days.

Managing director Sam Jones said staff across the company, from the artwork and quality control teams to those in packing and dispatch, pulled out all the stops to meet Iceland’s request.

He said: “The whole team at Clothes2order put in an exceptional effort to produce these t-shirts for Iceland, all delivered to exact specifications within three days to 1,000 locations to get them in the stores quickly in reaction to the banned TV advert.

“It demonstrates how the flexibility of our business enables us to adapt our schedules to fulfil orders of this type, quickly and to the highest quality, without disrupting our service to other customers.

“We’re proud to be involved with such a great campaign.”

The retailer had hoped to use a short film, Rang-tan, as its main Christmas advert. Rang-tan is an emotive animation telling the story of rainforest destruction caused by palm oil production, and its devastating impact on the critically-endangered orangutan.

Toni Dennan, senior activity planning manager at Iceland, said: “The t-shirts have helped draw attention further to our Christmas campaign which raises awareness of the devastating impact that palm oil has on the critically-endangered orangutan.

“The quick turnaround by Clothes2order meant we were able to get these t-shirts to our staff members in a matter of days.”