Iceland Foods' Store Managers' Conference

Client: Iceland Foods

Portaventura, Spain

Iceland Foods’ 2025 Store Managers’ Conference in Spain was designed to reward post-Covid success and launch a new business strategy. Our challenge was to balance celebration with productivity, ensuring the three-night event was engaging but not ‘just a jolly’.

Over a year of planning we produced a structured agenda centred on teamwork, with Store Managers grouped by area to travel, socialise, and collaborate. The programme blended working sessions with immersive experiences, including an awards dinner in a bullring, and team activities in Ferrari Land and PortAventura theme park.

Engagement was a key focus. Delegates contributed ideas on eight strategic topics via a bespoke app, generating over 4,000 responses. Gamified challenges and competition boosted participation, with over 90% app engagement. A flexible working day allowed teams to explore while completing tasks.

The event closed with a large-scale finale of drones, projections, and live entertainment, reinforcing key messages. Logistically flawless, the conference was highly praised, with over 95% positive feedback. Crucially, insights gathered have driven real business changes, ensuring lasting impact beyond the event.