Starting in 2015 we had taken Iceland on an exciting brand renaissance journey with the Power of Frozen. The campaign successfully drove reappraisal of the brand, consideration levels were up and Iceland was enjoying impressive sales figures. Everything was going great. Until, in 2017, we saw that sales were slowing in some stores and regions. Even more of a concern was that the available first-party customer data, and wider market data could only partly explain some of the challenges the brand was facing. We needed to know why we had a problem, and how to fix it. Thanks to our EDIT programme we were able to use data to get us back on track and to help deliver record results. All hail the Power of Frozen!