Iceland bolsters retail media offering through new partnership

Iceland is set to ramp up its retail media proposition via a new partnership with marketing agency GIG Retail.
The grocery giant is planning to add thousands of digital screens to its Iceland and Food Warehouse shops by the end of 2025, and has set up its own “purpose-built platform” to manage the scheme.
GIG Retail will allow Iceland to incorporate non-endemic brands to roll out campaigns for the supermarket’s shoppers, with its first campaign with Smart Energy GB already