Iceland and Orion partner for Reading for Life

Cocktail Marketing has created a brand partnership between Iceland Foods and Orion Children's Books to promote Reading for Life.

Reading for Life is an ongoing commitment to communicating the importance of reading, through specific endeavours that reach key target audiences, and by supporting local services working with them.

The Department for Children's Schools and Families appointed Cocktail Marketing, through the Central Office of Information (COI), to supply partnership marketing services for the 2008 National Year of Reading.

Iceland will offer customers the chance to redeem a free copy of children's title 'Horrid Henry and the Abominable Snowman' when they spend in-store.

The book has been specially printed by Orion Children's Books, and features a branded back cover, plus five pages of bespoke content, including reading ideas for families and children, and a library membership form.

Iceland will promote Reading for Life and the free book campaign across 665 stores for one month from 27 April-23 May.

A full point-of-sale package will include high-street facing window posters, bus-stop panels and next-customer bars, along with a branded voucher handed to customers at till-point.

The partnership will also be supported online, via the Bonus Cardholder section of Iceland's website.

Iceland's customer profile closely matches the core demographic that Reading for Life is keen to reach, making its stores a good communication channel for this promotion.

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