Purpose Awards EMEA 2021: Best Proof of Authenticity

WINNER: Iceland Feeds The Nation by Weber Shandwick for Iceland Foods

Purpose Awards EMEA 2021: Best Proof of Authenticity

When the UK went into lockdown in March 2020, the way people shopped changed
overnight. Panic-buying had led to many empty shelves, while vulnerable people were
restricted to certain times for shopping.

Iceland wanted to support those who were struggling and positioned itself as a supermarket
centred on sustaining the UK’s families through this difficult period. Its campaign was aligned
with the message ‘Feeding the Nation’, and focused on four areas: Feeding the vulnerable,
feeding our health heroes, feeding the needy and feeding our future.

For the vulnerable - primarily elderly shoppers, Iceland was the first UK supermarket to
launch a dedicated shopping hour; this was then extended to care workers so they could buy
the goods they needed. Over the summer, with feeding the needy, Iceland offered free
frozen vegetables to those with government Healthy Start vouchers. When students returned
to university in September, Iceland was the first supermarket to offer priority delivery slots to
those self-isolating in student halls.

The supermarket also spoke regularly to its customers via the media, with managing director
Richard Walker appearing on television to discourage stockpiling, to reassure customers
about stock levels and to share the news that the supermarket was recruiting thousands of
drivers to help reach those in need. Over the course of lockdown, Iceland adapted its
messaging to reflect people’s changing needs. Sales of frozen food skyrocketed so Iceland
used social media to create content around frozen food that was fun and inspiring; it also ran
community campaigns highlighting good news stories, such as offering to pay for a couple’s
honeymoon in Iceland once travel resumed.

By the end of the year, Iceland had produced a continuous and supportive conversation
between the supermarket and the public, whilst remaining true to its core values.


Highly Commended

We Are The NHS, Then Now Always

MullenLowe Group UK and freuds for NHS England

NHS England used an integrated multi-touchpoint campaign to successfully recruit the next
generation of the NHS workforce. In the light of Covid-19, safeguarding the future of the
workforce had never been more critical. 'We are the NHS: Then, Now, Always' campaign is
an authentic, emotive statement of purpose, designed to create pride and confidence at
every touchpoint. It increased positive perceptions of NHS careers, confidence in the NHS'
future, and the target audience's belief that they could do the job. It contributed to the largest
ever uplift in nursing and allied health professional degree applications.



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