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The Panel of All Mothers?
UK supermarket chain Iceland has developed a nationwide panel of 300 'Supermums', using the organising expertise of Brahm Research. The panel will be called upon frequently to test promotions and new product lines, in addition to helping the retailer understand its key audience.
The frozen food specialist has long been emphasizing the importance of the true head of the family to its business through campaigns such as 'Mum's Gone to Iceland'. The 300 on the panel have been recruited at Iceland stores throughout the UK.
Nick Canning, Marketing Director for Iceland, says Mums are a key target in its general marketing and overall sales. 'It therefore made sense to build a relationship with a regular group of mothers to ensure that we continue to develop products and services in line with their evolving needs'.
Brahm Research is a division of Brahm Ltd, a communications agency with a broad range of specialist areas. Its web site is at www.brahm.com
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