Case Study: Iceland Frozen Foods achieves 10% incremental reach and 4.2% online sales lift with Facebook

Iceland Frozen Foods - Customer Case Study

Iceland Foods, the UK frozen‑food retailer with over 850 stores, wanted to reposition its brand beyond value and convenience to emphasize quality, taste, health and environmental responsibility. For its 2015 "The Power of Frozen" launch the challenge was to introduce the new positioning to a national audience in a cost‑effective way while also driving online sales.

Iceland ran a two‑phase Facebook campaign: short, News Feed‑optimized video ads targeted at its core 25–45 female audience (using reach & frequency and weekly creative) to build awareness, then retargeted carousel direct‑response ads with a "Shop now" CTA to people who watched the videos. The campaign delivered over 10% incremental reach vs TV (95% on‑target), was 2.5x more cost‑effective for reach than TV, produced a 4‑point lift in ad recall and a 4.2% lift in online sales during the direct‑response phase.

Iceland Frozen Foods

Andy Thompson

Social & Digital Manager