LONDON — Ketchum has won Iceland’s corporate communications brief, including sustainability, social purpose and executive communications.

Weber Shandwick, which has held the supermarket’s PR account, including corporate communications, since 2017, will continue to lead consumer PR and brand campaigns and the press office. The agency has won multiple awards for its purpose-led work for Iceland over the past five years, including #TooCoolForPlastics, the Rangtan palm oil campaign, and Iceland Feeds The Nation.

The account review comes after Heather Blundell, who led Weber Shandwick’s work for Iceland for four years, left the agency to join Ketchum as UK corporate head and chief growth officer for Europe in March this year.

Iceland managing director Richard Walker said: “Heather has been the driving force behind all our game-changing campaigns over recent years. Her original thinking, and action orientated approach is invaluable.

“It is an exceptionally challenging time for our customers, who are dealing with a cost-of-living crisis, and business, as we face inflationary cost pressures. It is therefore essential to have the right advisor working alongside us. Heather not only understands our customer and business, but also delivers real cut-through of messaging for campaigns with meaning.”

Blundell added: “I’ve had the privilege of working with Iceland Foods for four years now. Our work together has been career defining – contributing to genuine work that matters. Iceland are a brave and entrepreneurial business who prioritise doing the right thing, which means they are unique trailblazers within their industry.

“Myself and the corporate, sustainability and public affairs team at Ketchum are so pleased that we will be supporting them – especially at such a pivotal time post pandemic and during the cost of living crisis as they continue to innovate and put their customers first; we’re excited to be on the journey with them.”