Iceland takes ‘o-fish-al’ message to Spain
By Chris Dove, SeafoodSource contributing editor, reporting from Malaga, Spain
22 June, 2012
Aiming to increase its frozen seafood sales by promoting its “fantastic in-store fish range” this summer, Iceland Spain is featuring a full-page color advertisement in the Spanish press this week, announcing “It’s ‘o-fish-al’ there’s no healthier tea time treat!”
Part of UK-based Iceland Foods Ltd. and Overseas Supermarkets, a Spain-based marketing spokeswoman explained to SeafoodSource that the ad is adapted from the company’s online frozen seafood campaign.
Informing consumers in an eye-catching, light-hearted way, the campaign declares: “Packed with protein, loaded with vitamins and minerals, fish is also a great source of omega-3 fatty acids which help reduce the risk of heart disease. Experts recommend eating fish three times a week. Difficult? Not at Iceland!”
The range includes 300-gram Cooked & Peeled King Prawns priced at EUR 3.71 (USD 4.65); 270-gram Firecracker King Prawns, 4 Battered Cod Fillets and 40 Fish Fingers, each priced at EUR 2.47 (USD 3.09); and 10 Cod Fish Cakes priced at EUR 1.23 (USD 1.54).
Asked what the ad aims to achieve, the spokeswoman said, “Since April, Iceland has been pushing new lines as we have a wide fish range that we’re always looking to promote in innovative ways. We want people to see the ad, come into our stores to see for themselves, and buy from the excellent seafood items we have on display.”
In Spain, Iceland has 12 stores on the Costa del Sol, Costa Almeria, Costa Blanca and the Canary Island of Tenerife as well as stores in Portugal and Italy.
22 June, 2012