Iceland has become the first major UK retailer to launch a vlogging campaign using real mums, by teaming up with the UK’s only mummy vlogging network, Channel Mum, for the partnership which launches this week.
The move is a major departure for the store that previously focused on celebrity endorsements from stars, including Kerry Katona, Jason Donovan, Coleen Nolan and Peter Andre.
Instead, the new activity features upcoming young mum YouTube stars such as Ursula Brunetti, Jess Atherton, Bella Matten and Leanne Coulbeck.
The firm claims the campaign will challenge perceptions around frozen food by highlighting the store’s healthy, affordable offerings. The store’s recent overhaul has led to a wave of new products including quinoa, lentils, a Mediterranean Vegetable Medley and Salmon Parcels in Cheese and Dill sauce.
It is also the first from a UK high street store to harness the phenomenon of mum-to-mum horizontal marketing – dubbed ‘recomumdation’ by marketing experts.
Recent research reveals the overall most trusted information source for mums is other mothers, with 63% believing information passed on by their peer group over any other source. And online video is seen the most trusted media type for millennial mums, with 35% trusting it above any other. Combining the two gives a powerful authentic and trust-based format, which forward-thinking advertisers are increasingly attempting to capture.
In the first video, to be released on ChannelMum.com and the network’s YouTube channel, popular YouTube star Mrs Meldrum demonstrates how she cooks a gourmet Iceland salmon fillet meal for her whole family in less than 11 minutes – and challenges viewers to rethink their views on frozen food.
The campaign will also amplify the retailer’s existing ‘#PowerofFrozen’ activity by asking mums to share their own favourite frozen food meals and food hacks each week on #FrozenFriday, to coincide with the release of a new weekly video.
Former Netmums owner and founder of Channel Mum Siobhan Freegard said: “Mum vloggers don’t just ‘show’ like conventional advertising, they recommend, demonstrate and bring you into their family, so consumers feel that warmth and know their getting a truthful assessment, not just marketing spin. They are trusted above words as viewers can see them and know they are authentic.”
The media buying agency responsible for brokering the partnership is The 7 Stars.
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