Iceland has partnered with retail media agency Gig Retail to boost the supermarket’s retail media offering in both its high street and The Food Warehouse branches.

The frozen food retailer has teamed up with the retail media specialist to roll out a series of new media innovations, which seek to give advertisers better ‘sofa to store’ access to the more than 9m people who visit Iceland every month.

These will include digitising the store experience with the launch of in-store screens, which include audience tracking technology, in partnership with Stratacache. The retailer will also introduce ad-served media online, to increase ad relevancy and targeting capability.

The partnership will also allow Iceland’s retail media operations to be managed through a new purpose-built platform.

It is hoped that the shift will provide the retailer with real-time inventory management, automated artwork approval, and robust media measurement and reporting, enabling brands to easily track the performance of their retail media campaigns performance and the return on ad spend (ROAS).

“We are excited to be partnering with Gig Retail to further our retail media capabilities,” said Iceland head of retail media Adam Smith.

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“The partnership will deliver strong results for our suppliers, with new ways of working and embracing new approaches set to deliver the strongest retail media network of any UK retailer.”

Iceland’s media portfolio will not be restricted to brands which are sold in Iceland stores. ‘Non-endemic’ brands will also be able to reach Iceland’s customer base through the network. The first of these campaigns, by Smart Energy GB, has already gone live.

The new retail media arrangement will seek to bolster Iceland’s reputation as providing a “full household shop”, not just frozen foods, and will be supported by existing partnerships with brands such as TGI Fridays, My Protein, Harry Ramsdens and Greggs.