MC2 appointed by global retail giant Iceland for international partnerships brief

Strategic marketing communications agency, MC2, has been appointed to support the International and Partnerships division of Iceland Foods as it continues to expand worldwide.

Iceland International and Partnerships delivers Iceland’s unrivalled product range to consumers in over 70 countries. The division creates bespoke partnerships with household brands and overseas businesses, leveraging Iceland’s industry expertise, innovation facilities and supply chain capabilities to offer award-winning products and services on an international scale.

MC2 has helped shape a new value proposition – including productisation of its offering – followed by a brand refresh. The employee-owned agency went on to create a new website which showcases the company’s heritage, deep market insights, innovative culture and the success of its existing partnerships with the likes of Just Eat, Deliveroo, Uber, The Range, Greggs, My Protein and Cathedral City.

The strategic partnership will see MC2 continue to evolve Iceland International and Partnerships’ digital estate, as well as creating targeted campaigns to engage key prospects.

Abbie Hughes, head of marketing at Iceland International and Partnerships, said: “We act as the global ambassador for Iceland Foods, so we wanted to ensure our brand reflected the passion, innovation and quality in our business – with a future-proofed proposition and digital front door that can grow with us.

“MC2 has given us all of this and more. The team has acted as a true strategic partner, matching our pace and creating outputs that will help drive global growth.”

Lucy Giles, director of MC2, added: “Iceland Foods is the type of high-growth, energetic and forward-looking client that we thrive on supporting. This programme of activity has been designed to create the conditions to drive sales globally, and we’re extremely proud of what we’ve achieved together thus far.”

MC2 is headquartered in Manchester and is part of IPREX, a global network of independent communications agencies, enabling the firm to serve clients both nationally and internationally. It works with a number of other significant brands including Deloitte and TalkTalk Business.