Creative branding agency Music today revealed their campaign to promote the reopening of 31 Greater Manchester Iceland stores following refurbishment. The campaign features ‘Proper Manc’ legend Shaun Ryder, who stars in a localised radio campaign.
The rest of the campaign which will run across outdoor, press, transport media and print, centres around a copy-led creative and features Mancunian phrases such as Proper Mint, Well Sound, A Right Belter, Sorted and All Right Our Kid to grab attention and get the message out there.
Gail McFadzean, Creative, Music, said: “Iceland is a brand that believes in innovation and disrupting the status quo, and we’re delighted to work on a campaign with them in our region. They were open to a creative approach that majored on copy, which not only aims to challenge any existing perceptions of Iceland but also to grab the attention of potential new customers. Shaun Ryder was brilliant to work with and created some legendary voiceovers. “
Neil Hayes, Marketing Director at Iceland, said: “Shaun is an avid supporter of Iceland and is Manchester through and through, which makes him the ideal ambassador to help us launch our refitted stores in the region. Using a Manchester based creative agency has helped us deliver a campaign that resonates with our core target audience. The new look stores look amazing and we are proud to invest in our stores and our future in Greater Manchester.”
Matt Downes, Head of Format Development at Iceland, said: “The new look and feel to our stores in the Greater Manchester area, supported by an increased product range, will hugely improve our customers’ shopping experiences and each individual store has been designed to demonstrate its place in the local community.”