Iceland played a blinder

Iceland played a blinder

November 19, 2018

Iceland have played a blinder.

And no, I’m not talking about the prowess of the country’s football team.

I’m actually talking about the shop “Iceland”.

Those of you that know me well will know that I don’t do much food shopping. 

But I do keep an eye on what supermarkets are doing. 


Well, because most of the single use plastic that we purchase is found in supermarkets.

So, a few months ago, I read with interest about Iceland’s plans to ensure that their own brands would be plastic free by the end of 2023 – the first supermarket to make such a pledge.

On one level I was impressed, but equally 2023 seemed like a long way off, and it still does…until you look at the government plastic goals and their 25-year plan!

I know this stuff isn’t “easy”, but 25 years seems a bit pessimistic like a bit of a cop-out and not really taking the issue seriously.

Anyway, that’s not really the point of this post.

Roll forwards a few months and my social feed is full of links to the latest Iceland advert being banned by the Advertising Standards Authority for being too political.

If you haven’t seen it, it’s worth a look:

They published this particular video on 8th Nov 2018 and as at 10th November, it’s had nearly 2 million views.

The irony is strong here. 

How can companies advertise their products, packaged in SUPs (Single Use Plastics), containing unsustainable palm oil, while an advert pointing out the issues of palm oil is banned?

Whatever your view on this, it’s a difficult one to square.

But the point of this post was to question whether Iceland did this deliberately. 

I’d wager a hefty sum that the big brains at Iceland knew that the advert would not get past the regulator.

They can say that they reckon it would have blown the John Lewis ad out of the water, but I don’t think that was their goal.

Their goal was to get “free” advertising through our natural disposition to socially share environmental injustices.

I’m sure your own social feed has not been immune from this sharing.

Is that a bad thing?

Depends on your own environmental view I guess.

I just thought it was an interesting use of social media.

What do you think?

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