Iceland

Let’s be honest, us Brits love festive food.

Turkeys the size of your head, gravy by the bucket, and more pigs in blankets than your doctor would recommend. It’s this nation’s love for the festive season that keeps Iceland’s supermarkets bustling every winter.

It’s their team who’s tacking shelves with Christmas pudding after Christmas pudding, sweeping endless glitter from the aisles, and scanning vegetable after vegetable – all with a smile. And it’s their drivers out on the roads, delivering seasonal favourites to families across the country, all day, every day.

When the demand rises for these seasonal goods, so does the demand for great drivers.

The challenge

In 2025, the market for drivers was more competitive than ever. They were up against the biggest supermarkets and delivery services in the industry, all chasing the same talent at the same time.

They needed people who could handle a fast-moving, physical role. Reliable people who understood the nature of the role – the long hours and fast pace. With their target of 12,000 applications and 650 delivery driver hires at Christmas, they turned to us for a bit of help.

Our solution

Their most important request was that whatever we did, it would be authentically Iceland. So, we went back to where their story began. In 1996, they were the UK’s first home-delivery service.  Rather than shouting louder with irrelevant creative, we decided to lean into that feeling of nostalgia.

With cinematic visuals and a strong script, we brought their Christmas talent attraction video to life. Sure, a lot’s changed over the years. The uniforms, the vans, the technology. But the heart of it hasn’t.

Our experts then made sure the right people saw it.

We used video-led content across their careers site, programmatic display, plus both paid and owned social channels – telling the story where candidates would scroll, in a way traditional job ads just don’t.

The strategy was thorough, insight-led, and most importantly, made the most impact with budget in mind.

By focusing on metrics that matter, like time-to-hire and application quality, they didn’t have to sacrifice quality over fast hires.

Senior leaders loved it.
Candidates responded to it.

Because we brought together:

• Proven processes
• Authentic creative
• Smarter strategies

Overall, we helped Iceland fill seasonal roles fast with quality drivers, keeping deliveries on the road during high-demand.

And it made an impact. We showed that a people-first, brand-led recruitment campaign targeting one of the industry’s most in demand roles can solve both seasonal shortages and strengthen their employer brand at the same time.

When everything came together, the results really did speak for themselves.