IGLO: FISH NOW WITH…

IGLO a German has launched a In 2008, IGLO launched an innovative frozen fish product infused with chili batter, aiming to disrupt traditional perceptions of frozen seafood. The campaign humorously portrayed the fish "leaving its old companions" broccoli, white wine, and chips to embrace the bold and fiery flavor of chili. This creative narrative positioned the product as a daring and modern choice for adventurous eaters.

Objective

The campaign sought to:

  • Reposition frozen fish as exciting and contemporary.

  • Appeal to a younger, flavor-seeking demographic while retaining IGLO’s reputation for quality and convenience.

  • Differentiate the product from traditional frozen seafood offerings by emphasizing bold flavors and creativity.

Creative Concept

The central idea revolved around the fish "breaking up" with its traditional pairings (broccoli, white wine, chips) to form a "spicy new relationship" with chili. This metaphorical storytelling added humor and relatability, making the product memorable in a competitive market.

Recognition:
Lurzer’s Archive': Creative of the week.

Client: Iglo GmbH, Hamburg

Agency: Scholz & Friends, Hamburg

Art Director: Ratko Cindric, Suze Barrett

Copywriter: Dennis Lück, Kanak Mehra

Illustrator: Wolff Entertainment, Berlin