Shopping on Ice
Iceland
Issue 50 | March 2019
Agency
Taylor Herring
Creative Team
James Herring, Peter Mountstevens
Production Team
Jemima Van der Dalton, Max Gheysens
Date
December 2018
Background
To bring some fun to the Christmas food shop, supermarket chain Iceland trialled a new concept – Shopping on Ice. A world first, supermarket aisles in their London Stratford branch were transformed to ice.
A team of 12 ice rink experts worked through the night, refitting the entire store with 250 square meters of synthetic ice to complete the spectacular transformation.
Idea
Having been named the UK’s top supermarket for customer satisfaction numerous times, the brand-new experience aimed to bring some fun to what is often seen as just another festive chore – the Christmas food shop.
The rink was installed in response to new research, commissioned by Iceland, which found that four in five parents (83%) wish they had more time to enjoy the run up to the big day.
A locker room area was installed where shoppers were invited to swap their footwear for skates, meaning they could glide through the aisles as they picked up their essentials ready for Christmas.
With nine in 10 children (89%) finding the Christmas food shop boring, Iceland added some extra fun to the experience with penguin aids to help them skate along between the freezers and shelves.
Results
Over 50+ high value pieces of editorial media coverage