Iceland Foods' Store Managers' Conference

Client: Iceland Foods

ICC Wales, Newport

Iceland Foods’ annual Store Managers’ conference delivers critical but often similar Christmas sales messaging to 1300 delegates. We refreshed the conference venue, agenda and storytelling, handling logistics, event production, content and video throughout.

We took delegates to the ICC Wales, selected for its sustainability credentials, dynamic theatre space and reflection of Iceland Foods’ Welsh heritage. Our event theme, ‘Legends of Fire and Ice’ tapped into Welsh folklore giving us a medieval-inspired visual identity stage and set design. We combined modern technology with traditional techniques to create practical scenes, including a castle with a life-sized smoke-breathing dragon.

Post-conference, Rob Brydon hosted our awards dinner with vegan starter and choice-menu to minimise waste. We followed with entertainment from the Venga Boys and DJ Scott Mills in a purpose-built ‘Pop-World’ delegates could enjoy in the absence of nearby late-night venues.

The event was a resounding success, with positive KPIs across the board. These included delegate feedback, engagement with the Christmas incentive, manager retention the all-important Christmas sales results.