Iceland Foods: Life in the Freezer Cabinet

Iceland Foods: Life in the Freezer Cabinet

Series 1 - Episode 3



The horsemeat scandal – and Iceland boss Malcolm Walker’s outspoken reaction – has cost the company dear. To attract new customers they need a dynamic marketing strategy and fresh ad campaign, but their astonishingly frank PR executive believes, “You’re never going to convince the hardcore, Guardian-reading, media-conscious person in London that Iceland sells anything but crap.”

As an afterthought he adds, “Perhaps if they employed a decent PR man …” Better still would be to employ the awfully posh lady with very definite thoughts who drops in to a branch for the first time. Some of the views are chillingly honest.


CEO Malcolm Walker is concerned the horsemeat scandal has tarnished the company's image and decides to relaunch the business with a new TV advertising campaign. Head of security Duncan Miles works on an instructional video about shoplifters and Malcolm's son Richard takes over as manager at the branch in Swiss Cottage, north London.

Cast & Crew

Series Director James Rogan
Series Producer Alisa Pomeroy