Pier has added new American inspired meal range The Shack to its portfolio of food clients.

Briefed to target Iceland shoppers and university students, Pier created the ‘Share The Shack’ integrated marketing campaign to drive sales of the new meal range.  ‘Share The Shack’ combines sharing good food and great times with mates and family, as well as sharing photos on social media using #sharetheshack to win prizes.

Having designed brand collateral for The Shack, Pier activated a sampling roadshow in a fully branded airstream across major UK cities and outside high footfall Iceland stores.  The experiential activity was complemented by media relations, a targeted social media advertising campaign, new website and internal events at Iceland.

Pier managing director, Kate Bowden Smith comments: “The Shack is a high impact campaign designed to engage target consumers and the media at different touch points. A fun and engaging campaign, initial sales figures are looking positive.

“It’s been an exciting year for Pier and with recent new business wins we are currently recruiting to meet the requirements of our growing client portfolio”