6 Iceland web6 Iceland web

and
Kicca Media

Ideas to amplify

#PowerofFrozen

 



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TODAY

We can help you with strategic business challenges
+  We have solid creative ideas and compelling content
    examples to show you
We can improve business performance with digital

 

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WHAT WE DO

+   KICCA Media works with major sports stars to create original videos that are watched millions of times on social media
+   Our stars have a combined social following of 78m highly engaged fans
+   Videos are all on the stars' passions: music, food, tattoos, gaming. Authentic, relaxed, behind-the-scenes
+   We manage our stars’ social media accounts, enabling us to ensure sponsor tagging, post sharing
+   We can maximise reach through our partnerships with Facebook, Twitter and Instagram as well as  key food specific influencers
 We are in partnership with 200+ global sports stars/content creators who will work with us when we have projects that match their own passion points:

  • Premier League footballers

  • International rugby players

  • Cricketers

  • Olympians

  • Boxers
     

 Our relationships are direct and personal – we get 3 hours rather than 10 minutes. 
 Our stars are part of our business and share in our success

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WHO WE ARE

We come from a wide range of relevant backgrounds:
+ Fleet Street journalism
+ Advertising
+ Sports marketing and sponsorship
+ Social media marketing
+ Food marketing
+ Content production
+ Content marketing
+ PR and celebrity publicity
+ Relevant food, FMCG, and retail clients
   include Co-op, Lurpak, McDonalds, Kenco,
   Nestle, Kenwood

 

 

HOW IT WORKS

Kicca Media can offer brands access to
these superstar super-influencers

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Together we create authentic, organic content that delivers:
+ Widest reach of any influencer network
+ Over 20x average engagement rates
+ Positive brand sentiment
+ Significant ROI
At a fraction of of the cost of an inauthentic endorsement deal

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WHAT'S ON OFFER

Authentic star delivery of key brand messages
Headline sponsorship of our stars’ lifestyle content including
+ Product placement/endorsements
+ Tailored brand led advertising concepts
+ Behind-the-scenes access

 

 

FOCUS ON FOOD

We work with world leading sports stars, passionate about nutrition, who want to use their status and celebrity to promote healthy messages to the youth  
Food is the fuel top athletes need.
They share with us how they fuel their bodies:

+ Pre-match food routine
+ After game restocking
+ When they are injured
+ Their secret treats
+ The dishes they love to cook

“Studies have shown consumers feel that that food products promoted by professional athletes are generally healthier”*

*CBS Interactive Survey 2013

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A LA CARTE

Exclusive branded videos:

+ Stars film themselves and their food
+ Set-piece videos on location
+ Film crews, nutritionists and celeb chefs
+ Vertical filming as dishes are prepared
+ Live streaming with other stars

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WHAT CAN WE DELIVER TO ICELAND FOODS

Compared to average brand pages, our stars enjoy far superior user engagement and interaction with their content

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HOW WE CAN HELP ICELAND FOODS


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YOUR BRIEF

1. Amplify the current #PowerofFrozen activity
2. Communicate the benefits of frozen food
3. Showcase your new development chef, Neil Nugent
4. Showcase  your new development kitchen
 

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SECTOR OVERVIEW

+ Overall frozen food sales have, well, frozen.
+ Brits are eating less frozen food generally 
   (220.8 million fewer occasions last year, a decline of 2.3%
   [Kantar 52 w/e 6 December 2015].
+ 40% of consumers believe that frozen food isn’t as good as fresh food
+ Only 8% believe frozen food better than fresh food
+ Perceived lack of quality the biggest barrier to frozen foods consumption
+ Competition from discounters Lidl, Aldi

SOME CHALLENGES
TO OVERCOME

+ 'Cheap and cheerful’ stereotype
+ ‘Brand damaging celebrities’
+ Low engagement rates for some content on social - no cut through
Iceland football team partnership


 


Iceland & frozen food lacks
credibility amongst key target audiences

ITS NOT ALL
BAD NEWS

+ Significant growth in sales of frozen ready meals
+ Online sales up 10.3%
+ 63% still eat frozen food as part of a main meal each week
68% of people interviewed had thrown away food in the past month
+ Added-value NPD hitting the market in recent years –
   better quality products eg Pizza Express pizzas
+ Jamie Oliver is a fan of frozen food

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THE BIG PROBLEM
WE CAN SOLVE

 

Strategy2Strategy2

         
KEY MESSAGES

+ Speciality/premium ranges
+ Authentic flavours
+ Healthy option
+ Convenience
+ Choice
+ Less waste
+ Price

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INITIAL CREATIVE THOUGHTS

Nicola Adams MBE
Olympic Champion boxer
cooks her top pre-fight meals

Laura Trott & Jason Kenny
Golden couple share their favourite
romantic dinner recipes

Jack Laugher & Chris Mears
Used to share a flat - how did
they cook on a budget?

Costs and next steps

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APPENDIX