Iceland Foods is set to rapidly expand its retail media offering across its store estate with potential plans for thousands of digital screens.

To lead the expansion plans, Iceland has appointed its first in-house retail media team, covering screens, traditional paper PoS and online advertising.

The frozen food retailer’s long term plan will see it rolling out digital screens to all of Iceland and The Food Warehouse stores. It has so far introduced these elements in some of its updated format sites, The Grocer reported.

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Former category trading manager Adam Smith, who has been promoted to head of retail media told the title that his team would work in direct contact with the supermarket’s buyers and suppliers and that it will offer a “best-in-class service”.

It’s not the only UK supermarket to invest in retail media in recent months, with Tesco having forged a “landmark” retail media partnership with the world’s largest media investment group GroupM last June.

More recently, the supermarket giant expanded its partnership with global ad tech brand The Trade Desk to offer brands access to Clubcard user data and unveiled a raft of enhancements to its retail media offer, including video advertising on online and via its app, store wrapping, and several new media channels. 

Last month, a global-first attention study released by Co-op Media Network found that convenience retail media can “supercharge” brand recall by four times compared to campaigns in larger stores due to shopper frequency and the “unique” c-store format.