In January 2026, Iceland kicked off the year with another fantastic community retail media campaign for Scottish Government. This campaign was a Detect Cancer Early initiative. The advertising included in store radio across 24 Food Warehouse stores in Scotland and high impact “bus stops” at the point-of-sale checkouts of 63 Iceland and Food Warehouse stores across Scotland.
The campaign was designed to raise awareness by encouraging Iceland and FWH shoppers to get any unusual, persistent symptoms checked out by their GP. With the strapline – “The early bird can have better news to tell their family. Cancer. Get checked early.
With average shopping times of 25 minutes, Iceland shoppers in Scotland would have heard the radio ad during their shopping trip and then would have had the message reinforced by seeing the bus stop ad whilst in the queue at the check-out. At till media has the benefit of being highly visible during that queuing dwell time.
The campaign was planned by the creative agency, Leith, (Edinburgh) and was strategically timed to be live during the start of the New Year.
Iceland’s Head of Retail Media, Adam Smith said:
“We are delighted to have had our media selected to carry this extremely important and educational health message for Scottish Government – Detect Cancer Early. We hope that the campaign has made a positive difference to those who responded to it.”
Thanks, Scottish Government and Leith for choosing to run this campaign with us and we look forward to hearing about the results and to open the opportunity to work with other Government departments.
More information is available at getcheckedearly.org
