The Iceland Food Club
Client: Iceland Foods
The campaign delivered high engagement with low-income households: 83% of those benefitting self-identify as families with children, 64% as currently not working, 51% as single parents and 25%+ as disabled or dealing with a long-term health condition. Guided by the results of a meticulous pilot project, and driven by a robust PR strategy, the Food Club has been a lifeline for over 80,000 people, and support continues to be delivered with dignity, compassion and respect. Ketchum UK ultimately positioned Iceland Foods as a social innovator that is campaigning for change and delivering real world solutions to the current cost-of-living crisis.