Iceland in reality TV push

FROZEN food retailer Iceland has its own mini reality TV series running as part of a major ads push.
The group delivered shopping to three families and recorded the reactions. It has also invited independent video blogs on YouTube video site Channel Mum.
Iceland joint managing director Nick Canning said: “These new Power of Frozen ads and vlogs are completely unscripted, which carries its risks. But we were really keen to capture the families’ and mums’ real and honest reactions as they unpacked their groceries.
“We wanted to be there to capture the moment when their perceptions of Iceland, and indeed frozen food, change.”