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This report will focus on the supermarket industry where I will analyse, assess and develop the integrated marketing communications mix strategies for Iceland and recommend future actions. I have chosen the brand Iceland and the advert ‘Rang-tan’ (YouTube, 2018). The advert shows an Orangutan in a child’s bedroom destroying house plants, shampoo bottles and chocolate. The child asks why he is in her bedroom and the Orangutan explains how humans are destroying his home (the rainforest) by burning it for palm oil. The advert ends with direct dialogue explaining that Iceland is removing all palm oil from their own-brand products as it contributes towards rainforest destruction. The advert, which cost Iceland £500,000 to make, was banned from TV as it didn’t comply with the law on political advertising (Telegraph Reporters, 2018). The key IMC tools used in the advert were advertising, direct marketing and public relations and these will be discussed supported by relevant literature.

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