A new website to celebrate Iceland’s commitment to sustainability

A new website to celebrate Iceland’s commitment to sustainability

We were delighted to be given the opportunity recently to develop a new website for Iceland Foods, dedicated to celebrating the supermarket’s incredible commitment to ‘Doing it Right’, whilst also raising awareness of the kinds of issues facing our planet and our communities.

Iceland has always been a responsible retailer, from being the first UK supermarket to remove artificial colourings and flavourings from their own brand products in the 1980s. Last year they made waves with their Rang-tan Christmas advertisement and their pledge to remove palm oil as an ingredient from their own label foods by the end of 2018– and their promise to remove plastic rom own label packaging by 2023.


We were commissioned by Iceland to develop a platform from which they can showcase their many remarkable stories that communicate how Iceland is not just talking about sustainability and social responsibility, but is actually proactive in delivering change themselves. Ultimately, we wanted to create a highly visual, inspiring hub which will increase awareness of Iceland’s commitment to a sustainable future and build an understanding of their strategy; and we worked collaboratively with the Iceland team to do just that.

Crafted to align with the new ecommerce/corporate Iceland site, ‘Doing it Right’ is a media-rich hub, designed to integrate text, images and videos to create an engaging narrative. We began by building a template with a dynamic, flexible layout to break up the content and establish a user-friendly interface, which can be easily managed through Iceland’s CMS.

The site also has a number of key features including, but not limited to; a live Twitter feed that links directly to Managing Director, Richard Walker’s account to showcase his opinion and personal actions towards sustainability, an active news/blog page dedicated to keeping their audience informed about all their latest work and any important milestones they have reached in their journey towards sustainability.

The website launched in April 2019 and we look forward to following Iceland’s sustainability work. Click here to check it out!