A U.K. Grocery Store Is Letting You Get Awkwardly Festive by Shopping on Ice Skates

Iceland Foods hopes to bring it to all locations someday

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

According to U.K. grocery chain Iceland’s research, 89 percent of children find holiday food shopping to be boring. So the brand found a new way to keep things entertaining in the aisles.

“Shopping on Ice” is a concept recently tested in the chain’s London Stratford location, where 12 ice rink experts worked overnight to install a synthetic ice surface. Customers then got to skate their way through their shopping runs, with smaller children being a little extra support from a penguin on skis.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in