Agency: Weber Shandwick
When the UK went into lockdown in March 2020, the way we shopped for food changed overnight. The vulnerable found themselves restricted from accessing groceries, and panic buying led to empty shelves. Iceland Foods, a food retailer rooted in the communities it serves, had to adjust quickly.
What resulted was a nimble, hands-on programme of activity, extended throughout the year and designed to support those struggling. Right from the start, Iceland took a high-visibility leadership role, becoming the voice of UK supermarkets and earning widespread plaudits for actions.