’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
Media planning and buying
Fraser Riddell and James Marple at MediaCom TMB
HHCL & Partners
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