Iceland has hired Hilary Berg to replace Barbara Crampton at the
head of an enlarged PR department. The company is seeking to implement a
fresh PR strategy, having stolen a march on rivals, including Tesco,
with its decision to ban GM ingredientws from its own brand food.
Crampton had been PR manager at Iceland for three years, but decided to
leave due to differences over the role of PR (PR Week, 9 April).
Berg worked for Littlewoods on home shopping and corporate PR between
1987 and 1989. She then joined advertising agency WB&B Strategic
Communications to lead a team of ten and handled clients including
clothing outlet BAA McArthurGlen and South African retail brand Mad
The top PR position has been expanded after an internal restructure, and
Berg will now lead a team of five. She starts this week and will report
to Iceland general manager marketing Sara Jamison. Jamison reports to
Berg will work closely on rebranding and strategic development with
national consultancy HHCL&P, which designed the British Airways low cost
airline branding for GO.
She will work with financial PR specialists Hudson Sandler on corporate
Berg’s brief includes a national consumer PR campaign to support the
company’s product range, drawing up a strategic campaign against GM
foods, and crisis and issues management.
She will also be involved in promoting Iceland’s home delivery and home
Iceland chairman and CEO Malcolm Walker said the company expected to
increase its PR spend. ’We have seen what our GM stance has achieved and
PR will underpin the fact that we are still setting the pace in food
retailing,’ he added.
Since Iceland toook its stance on GM ingredients around 12 months ago,
its rivals have followed suit.