What’s your favourite seasonal retail event to plan for and why?

“Halloween! Across the business it gets bigger and better each year and is a significant time in the Iceland calendar offering themed products, events and promotions both online and in-store. I particularly enjoy working closely with so many suppliers to bring their vision and objectives to life and seeing all the creative that comes together to make this as impactful as possible.”

How do you approach creating standout retail media campaigns around key events?

“The aim is to start the ball rolling early - thinking about how brands can create theatre in-store, but always keeping the customer shopping journey in mind and thinking about how media fits naturally into this process.

There are now so many new media assets and touchpoints to consider when engaging with the audience and building long lasting brand loyalty. Ultimately, it’s about thinking bigger and bolder and transforming the way brands think about trade marketing across all of our channels, whilst measuring results and insights to build across the full seasonal spectrum.”

How do you balance creativity with commercial goals during seasonal planning?

“Ultimately, it’s about identifying the key seasons and recognising the peak moments and events to align retail media efforts accordingly - in order to increase sales opportunities. Forward planning and internal collaboration is crucial in order to lay the groundwork for a strong year ahead, making sure we optimize workflow and giving everyone visibility to key trading periods.

During busier periods it’s imperative we focus on highly visible campaigns and engage with our customers effectively. This creates a balanced approach for all teams and fosters creativity alongside maximising commercial goals during seasonal planning.”

Why do you think seasonal events offer such a powerful opportunity for brands at Iceland & The Food Warehouse?

“Events hold significant value — the promotions are more than just timely offers; they’re seasonal moments of celebration and inspiration that truly engage shoppers. By aligning promotional efforts with these periods, brands can maximise their sales potential and create a stronger emotional connection with our customers. Overall, this makes products more memorable and resonates with brand loyalty to drive sales.

The different seasons offer targeted activations and opportunities to reach a much more varied audience effectively. Seasonal events also offer the brand more creative autonomy, by leveraging key products through impactful marketing campaigns that resonate highly with the customer at that moment in time.

Events are a powerful opportunity for brands to drive awareness, boost sales and connect with shoppers as they shop for the occasion - both online and in-store. Seasonal events are fuelled by at-home gatherings, themed parties, and a growing appetite for mealtime inspiration.”

What advice would you give to brands looking to maximise their presence during key seasonal moments?

“Think outside the box and consider building an omnichannel campaign that is focused on in-store media, online, radio, email and social to create the most effective retail media package. This will maximise opportunity to ‘own’ seasonal moments in a fun and high impact way, whilst aligning your brand to a targeted audience to capture attention and influence purchasing decisions across all touchpoints.”

How does Iceland’s retail media offering help brands activate across both in-store and digital touchpoints during events?

“Iceland Retail Media offers a broad range of routes to market, aiming to influence as many customers as possible, from ‘sofa to store’. Our full-funnel approach raises awareness and captures shoppers’ attention by connecting and communicating key product information to an engaged audience - ensuring brands stand out at point of purchase and ultimately encourage repeat purchases to build long lasting brand loyalty. Delivering the right message at the right time is pivotal to success!”

What’s the risk for brands who don’t show up during seasonal events?

“Brands risk missing out on significant opportunities for consistent brand visibility and customer engagement, interest and trust. Seasonal Events are often the most visible and influential times for brands, as they align with consumer preferences and behaviours. In a nutshell, brands who don’t participate in seasonal events miss out on a chance to tap into the heightened interest and enthusiasm these events generate across Iceland’s broad customer base.”

Are there any emerging seasonal trends or micro-events that brands should be jumping on early?

”Protein and Healthy Lifestyle is a key trend that is growing year upon year. Regional events are also highly sought after in the Iceland Calendar and we work closely with suppliers to ensure plans are aligned on both sides - being nimble helps to adjust quickly and move fast on any new ideas around seasonal events.”