Iceland Foods are running a Retail Media campaign for Social Security Scotland, raising awareness of the financial support available to families in Scotland to assist with purchasing healthy foods, using a Best Start Foods Card.
Social Security Scotland has partnered with 70 Scottish Iceland and Food Warehouse stores to run an information campaign, targeting Iceland shoppers during October and November 2025.
The campaign has been planned by media agency, Republic of Media (Edinburgh) and has been strategically timed to be live during the Halloween period which is one of Iceland’s largest retail sales periods.
The campaign’s advertising messages will appear both in store, on shelf media(barkers), store radio, coupons printed along with till receipts as well as emails sent to 70,000 subscribers in Scotland.
The advertising campaign will promote Best Start Foods; a payment that can help families buy healthy foods like milk, infant formula, fruit or vegetables, during pregnancy and when their child is under 3 years old. It is a 4-weekly payment of £21.60 and pays £43.20 during a child’s first year.
A Social Security Scotland spokesperson said: “We are delighted to be working with Iceland and Food Warehouse, to help raise awareness of Best Start Foods. We are committed to making people aware of the financial support available to them.
“It’s important that we find new and innovative ways to target people eligible for support. We hope this campaign will reach people while they are shopping and encourage those who meet the criteria for Best Start Foods to apply.”
Iceland’s Head of Retail Media, Adam Smith said: “We are delighted to be carrying this extremely important and educational campaign for Best Start Foods which runs across 70 Scottish stores this Autumn. This is the first highly targeted omni-channel retail media campaign we have run within the public sector. Furthermore, it is really powerful to know that as a retailer, we can play a vital role to bring such important community messaging to our shoppers when they are in our stores or reading our email newsletters.
Thanks, Social Security Scotland and Republic of Media 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 mygov.scot/beststartfoods
