Iceland marked the launch of its Tasty Chicken range with a special takeover of a chicken shop yesterday.

The event, a collaboration between Iceland, the7stars, Talon, Tangerine Communications, and All City Media, featured brand ambassador Josie Gibson serving up free chicken and chips to Londoners.

Joseph Gummett, Iceland’s marketing director, said: “We wanted a fresh, strategic approach to experiential marketing, to reinforce Iceland’s position as a go-to destination for great-tasting chicken at unbeatable value.

“Word of mouth is one of the most persuasive marketing methods, so what better way to get people talking about your chicken than hitting the high street with free giveaways?”

Georgina Simms, client lead at the7stars, added: “This high-impact activation is designed to spotlight Iceland’s extensive chicken offering in a fun and memorable way. By meeting customers where they already are, this takeover delivers an authentic, engaging brand experience that gets people talking, and buying.”