MEDIA CHOICE: Karen Yates chooses Iceland ads in Woman Magazine

’When looking at magazines, it’s often very difficult to pick your

way between ads, the articles and all the in-betweeny stuff.

’How refreshing, then, to find one set of ads which raised such an

interesting issue that they inspired some editorial in their own right.

In Woman magazine, no less, and flagged up on the front too.

’The ads were for the supermarket chain Iceland, which has been running

a campaign to publicise that its own-brand food doesn’t contain

artificial colours and flavours, such as ponceau 4R (E124 to you) and

indigo carmine (E132).

’It seems that MediaCom TMB capitalised on Iceland’s good fortune,

rushing all four executions into the issue in question. Smart work

boys.’

Client

Iceland

Medium

Magazine advertising

Media planning and buying

Fraser Riddell and James Marple at MediaCom TMB

Creative agency

HHCL & Partners

Brief

Focus on the harmful effects of certain additives and preservatives,

taking aim at supermarkets who still use them in their house brands

This article was first published on Campaign