Grocery is one of the most intense advertising battlegrounds there is. The pace of change and the budgets involved are immense, and short-termism is rife. If you ask the big 4 supermarkets they’ll tell you that Iceland has no right to exist, but here we are, thriving. When people realise how amazing Iceland’s products are, it’s a real penny drop moment, and so we’ve been on a mission to ‘drop it like it’s frozen’, nationwide. By mastering media’s usual suspects and bringing in some rule-breaking magic touches, the7stars have driven a significant turnaround in Iceland’s fortunes and have taken them from losses to three years of growth and dramatic improvements in brand metrics. All hail the Power of Frozen!