Iceland Foods has launched the Customers’ Choice Award, which is designed to recognise outstanding staff members who are part of the business.

Customers will be able to nominate a colleague in the Iceland or Food Warehouse team from their local store who made a positive impact on their shopping experience.

The initiative will run from 16 February to 8 March, and the winner will be crowned at the Doing it Right Awards later this year.

This move aims to reflect the frozen food retailer’s dedication to promoting good customer service and community-first brand values.

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Lord Richard Walker, executive chairman of Iceland Foods, said: “Doing the right thing means listening to our customers and recognising the people who make their shopping experience better every day.

“The Customers’ Choice Awards gives our customers a real voice in celebrating our colleagues, and that matters, because what our customers think genuinely shapes how we run Iceland.”

This award, sponsored by frozen potato product supplier Agristo, will be supported by an in-store communications and customer-facing materials marketing campaign which will encourage nationwide participation.