What are you most proud of in terms of the Iceland Retail Media launch?

“Honestly, how quickly the team have reset the proposition. Launching Iceland Retail Media was a huge team effort, with Iceland’s Head of Retail Media, Adam Smith and the Iceland Retail Media team working closely with GIG Retail and key industry partners to land a new retail media network and evolve the retail media offering at Iceland & The Food Warehouse.

Seeing the launch land so well both with brands and internally at Iceland has been a real highlight. We’ve built something from the ground up that’s already delivering value.”

How has the Iceland Retail Media proposition evolved since launch and what feedback have you received from brands?

“It has evolved fast, but we’ve been listening closely to brand feedback and adapting quickly - whether that’s around measurement, creative flexibility, or campaign planning. The response has been really positive, especially around how agile and collaborative we are.

As a family-owned business we can adjust quickly to tailor new requirements.”

What’s next for Iceland Retail Media? Are there any exciting developments or enhancements that we should be watching out for?

“Loads! We are doubling down on measurement and insight, and we’ve got some exciting tech partnerships in the pipeline that will revolutionise measurement across our space.”

Why should brands invest in Iceland & The Food Warehouse? What makes them different from other retailers?

“Iceland are nimble, bold, and they genuinely care about doing right by their customers and partners. They are a retailer that not only has a unique customer base, but an extremely broad one and they’re not afraid to try new things - that makes Iceland a great test-and-learn environment for brands who want to move fast and make an impact.

Iceland always prioritise retailer identity first, category strategy second, and retail media third. This approach ensures that our plans are not just noise, but meaningful contributions to both business and category growth.”

What advice would you give to brands who want to get the most out of a retail media investment with Iceland & The Food Warehouse?

“Get involved early. The more we can collaborate upfront on objectives, creative, and targeting, the better the results. Don’t be afraid to test and learn with us - we’re here to build together.”

How do you ensure smaller or challenger brands can compete effectively in retail media alongside larger CPG players?

“We are really intentional about levelling the playing field - that means flexible budgets, tailored support and making sure our media is accessible and impactful - regardless of brand size.”

How do you ensure retail media initiatives enhance, rather than interrupt, the customer experience?

“Iceland are a frozen-led food retailer to start with - if we’re adding value, whether that’s through inspiration, offers, or convenience, then it’s a win for the customer. We’re always thinking about how media fits naturally into the shopping journey.”

If you had to make one bold prediction about the future of retail media, what would it be?

“The shift from traditional ad agency spend to retail media is accelerating and for good reason!

With our retail media network, the investment one would typically allocate for agency activities can be redirected into our portfolio to achieve measurable value. It’s not just more efficient, it’s more effective. As data, targeting, and performance tracking continue to improve, retail media is becoming the primary performance channel for brands looking to drive real results.”

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