Iceland, one of Britain’s fastest-growing retailers, launched its first ever chicken shop takeover yesterday, to celebrate its delicious all-new chicken range. Brand ambassador and TV darling Josie Gibson will be on-hand, dishing out irresistible chicken and chips dishes to Londoner’s at 264 North End Road in Fulham.
Iceland’s Chicken Shop was brought to life through a collaborative effort by Iceland, the7stars, Talon, Tangerine Communications, and All City Media. The store has been completely rebranded using creative assets designed in-house in Iceland’s signature style. This epic activation treats chicken lovers, high-street shoppers, and after-school masses to free chicken and chips – for one day only.
Iceland’s Chicken Shop is just a few shops away from its Fulham store and is designed to entice shoppers instore to purchase its chicken offerings. The exclusive takeover coincides with the addition of an exciting new product range spanning everything from Chinese Sticky Shredded Chicken and Salt and Pepper Chicken Skewers to Chicken Wings.
Up for grabs on the day, were Iceland’s brand-new Chicken Tenders and chips – which come in a range of delicious flavours including Paprika, Garlic & Herb, Salt & Pepper, Buttermilk, Southern Fried, and Hot & Spicy.
Joseph Gummett, Marketing Director at Iceland, said, “We wanted a fresh, strategic approach to experiential marketing, to reinforce Iceland’s position as a go-to destination for great-tasting chicken at unbeatable value. Word of mouth is one of the most persuasive marketing methods, so what better way to get people talking about your chicken than hitting the high-street with free giveaways?”
Georgina Simms, Client Lead at the7stars, said, “This high-impact activation is designed to spotlight Iceland’s extensive chicken offering in a fun and memorable way. By meeting customers where they already are, this takeover delivers an authentic, engaging brand experience that gets people talking – and buying!”
