The five-week activity, which started on 9th November, is one of the biggest brand partnerships the retailer has conducted with a national newspaper group and includes two media firsts, says the Mail, with a series of native pull-outs in the Daily Mail and an exclusive morph of the MailOnline logo.
At the centre of the partnership, negotiated by independent agency, the7stars, is a series of four-page pull-outs, which is the first example of long form 'native' content ever produced in the Daily Mail. Edited by Head of Mail Brands UK’s native content & sponsored editorial Anne Shooter, the marked-as-sponsored pull-outs are seamlessly-integrated with editorial and contain content on making the run-up to Christmas stress-free with delicious recipes, tips and ideas. They also showcase some of Iceland's products, from wild boar sausages to lobster tails and soufflés.
Also being deployed is an outside back cover reverse feature in The Mail on Sunday’s You Magazine, sponsored content pieces on MailOnline with homepage takeovers and high-impact formats across desktop and tablet, as well as display advertising scheduled across all platforms.
Finally, in another media first, visitors to MailOnline in an upcoming week will see a specially designed ‘logo morph’, with the MailOnline logo momentarily obscured by a treatment based upon Iceland’s Power of Frozen ad campaign.
Mel Scott, Chief Revenue Officer, Mail Brands UK, said: “As well as exemplifying the scope and inventiveness of our cross-platform capabilities, this superb partnership puts Iceland at the heart of a hugely engaging festive campaign, smartly promoting its brand values and quality frozen food to our readers in the run up to Christmas.”
