Back to the busy mum theme.(Iceland stores advertising)(Brief Article) From: Grocer | Date: October 11, 2003| Author: | COPYRIGHT 2003 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information) Copyright information

Iceland has gone back to its roots with a new advertising campaign designed to drive home its credentials as the leading food shopping destination for busy mums.

The ads, announced as Iceland unveiled positive like-for-like sales for the first time in three years, follow a three-month customer research programme aimed at identifying Iceland customers, said Big Food Group CEO Bill Grimsey.

"We are refocusing on our core customers and this campaign hits them right on the head. The 'Mum's gone to Iceland' campaign we ran in the 1990s had the highest recall of all our ...

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