Iceland is poised to replace PR manager Barbara Crampton, who
unexpectedly left the company two weeks ago. The supermarket has chosen
a new PR manager for what it describes as a more senior role in an
expanded PR department.
The supermarket cannot yet name the new post-holder as the person is
understood to be from an agency background and has yet to hand his or
her notice in. The appointee will be in charge of a team of two media
Crampton headed Iceland’s PR during the supermarket’s timely move to ban
GM food from its own brand products. Details of her departure remain
unclear, although it is believed to be connected to the communications
restructure. Crampton was unavailable for comment.
’Barbara did not see a suitable role for herself in the restructure,’
Iceland media relations manager Michele Collier said.
Iceland started watching the developing issue of GM food 18 months ago,
saw its potential to escalate and banned GM ingredients in its own brand
food 12 months ago. Since then it has scooped enormous press coverage
and has managed to capitalise on the GM scare.