Christmas in July - The #poweroffrozen in 30 degrees


On the hottest week of the year we packed up our vans with snow and sleighs and travelled down to London for the grocery industry’s coolest event – Christmas in July.

Taking place but once a year this timely tradition showcases this years’ upcoming products and trends to journalists and bloggers alike in the hope of grabbing a piece of the (mince!) pie come Christmas. Our client, Iceland Foods, briefed a Nordic theme with a working and interactive kitchen to truly demonstrate the #poweroffrozen this Christmas.

Working closely with both Iceland’s in-house Marketing & Events department and Food Development team (headed up by Neil Nugent) our Event Manager’s worked tirelessly to develop the concept through to completion in order to bring a cool, functional vibe to the stunning central London venue.

On the live day attendees were registered on arrival using the latest online technology and handed a much-needed icy beverage as the temperatures soared to 30 degrees! Guests were then free to explore the products at leisure including the mouth-watering Christmas joints and famous Iceland party canapes.

Knowledgeable Iceland staff were visible throughout to answer any queries and to guide visitors to the open kitchen where Neil’s team were on hand to chat through the tasty Christmas themed products as they were served.

Cascade supported on-site throughout the 12 hour drop-in session to ensure that all client requests were met and to produce an event highlight video.

With over 100 industry relevant guests attending throughout the day, hundreds of samples were enjoyed and thousands of pictures taken (many posted via #Icexmas17) the Cascade team then worked like magic to successfully de-rig to the agreed schedule.


Sam Harratt