Mums are important.
For Iceland, they make up large proportion of their customer base. Given they make grocery purchases for multiple members of the household mums have a big impact on overall sales.
But the brand had a problem, it wasn’t attracting younger mothers, who were increasingly pulled towards competitors which were being perceived as offering better quality groceries for the family.
We needed to listen to modern mums, to get their honest feedback and address their concerns.
Eat the Week became our response to these concerns, a series designed by modern families for modern families.