Iceland has appointed The Black Hole, following a strategic pitch, to evolve its integrated CRM strategy.

The agency has been briefed with building customer loyalty and reinforcing Iceland’s position as the UK’s number one frozen food retailer.

Moving Iceland’s direct marketing strategy forward, the work will develop more targeted loyalty and retention activity as part of its Bonus Card scheme, as well as more effective customer acquisition in the UK’s £4.68bn frozen food market.

Alison Laverick, head of external marketing, Iceland, said: “To be able to offer current and future customers even better Iceland value we wanted to be even more effective with our direct marketing.”

The Black Hole will now provide strategic and creative for Iceland.