High street grocer Iceland celebrated its ‘Tasty Chicken’ range with the takeover of a chicken shop at 264 North End Road in Fulham, from 12pm-6pm today (13 February).

Brought to life through a collaborative effort by Iceland, the7stars, Talon, Tangerine Communications, and All City Media, the event saw brand ambassador Josie Gibson on-hand to dish out chicken and chips to lucky Londoners.

“We wanted a fresh, strategic approach to experiential marketing, to reinforce Iceland’s position as a go-to destination for great-tasting chicken at unbeatable value,” said Joseph Gummett, Iceland marketing director.

“Word of mouth is one of the most persuasive marketing methods, so what better way to get people talking about your chicken than hitting the high-street with free giveaways?”

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Positioned just a few shops away from its Fulham store, the pop-up shop promoted Iceland’s new Chicken Tenders and chips.

The7stars client lead, Georgina Simms added: “This high-impact activation is designed to spotlight Iceland’s extensive chicken offering in a fun and memorable way.

“By meeting customers where they already are, this takeover delivers an authentic, engaging brand experience that gets people talking, and buying.”