Iceland Food Club

Agency: Ketchum UK and Think Communications
Client: Iceland Foods

Skyrocketing inflation of gas, electricity and food dealt a heavy blow to consumers in 2022. Across Europe, rising costs were especially severe in the UK where food had soared 17.6+%. Iceland Foods, a value supermarket that serves many vulnerable UK communities, saw the harsh reality of growing food insecurity. So, we charted a new CSR course for a supermarket to battle food poverty and become the UK’s first “social lender”– offering 100% interest-free micro loans to help customers afford food. Through earned media channels, we pioneered a sustainable and innovative new approach that is helping thousands weather inflation with dignity.