0:00:02 > 0:00:06This programme contains some strong language.
0:00:06 > 0:00:09Meet Malcolm Walker, Chief Executive of Iceland Supermarkets.
0:00:09 > 0:00:11'How would you describe yourself as a businessman then?'
0:00:11 > 0:00:15Cowboy.
0:00:15 > 0:00:18This is a place where the boss dishes out briefcases of cash
0:00:18 > 0:00:20to his staff.
0:00:20 > 0:00:22There you are, this is what you've won.
0:00:22 > 0:00:23I always believe that
0:00:23 > 0:00:26having fun is a big part of why we are so successful.
0:00:26 > 0:00:29It's the Iceland incentive.
0:00:29 > 0:00:34It's a Hummer, so just imagine that parked outside your store.
0:00:34 > 0:00:37It's been voted the happiest place to work in a national poll.
0:00:37 > 0:00:39Good morning.
0:00:39 > 0:00:41I've never worked in a place like Iceland
0:00:41 > 0:00:44and I hope to never work in a place that is not like Iceland.
0:00:44 > 0:00:47Malcolm started the company from a handful of freezers in Shropshire.
0:00:47 > 0:00:49CORK POPS
0:00:49 > 0:00:53Today, 25,000 staff provide budget frozen food
0:00:53 > 0:00:55to over four million families every week.
0:00:55 > 0:00:57Long live Iceland.
0:00:57 > 0:01:01I'm in love with all our customers because they give me
0:01:01 > 0:01:04everything I've got. They pay for my car, my house, my holidays.
0:01:04 > 0:01:07After the media disaster of the horse meat scandal...
0:01:07 > 0:01:10Right, Nick, what are we going to do?
0:01:11 > 0:01:13Green mushy pea. Green, yeah.
0:01:13 > 0:01:17..an image relaunch is now more important than ever.
0:01:17 > 0:01:20This is about drawing a line in the sand and saying what we are.
0:01:20 > 0:01:22But can they win over the sceptics...
0:01:22 > 0:01:24Oh, this is Iceland.
0:01:24 > 0:01:27You have to say the shop, not the country.
0:01:27 > 0:01:30..while keeping their loyal customers?
0:01:30 > 0:01:32The extra food went whoof, gone.
0:01:37 > 0:01:40That's fine. Yeah.
0:01:43 > 0:01:47For CEO Malcolm, tonight is one of the most important nights
0:01:47 > 0:01:49in the Iceland calendar.
0:01:49 > 0:01:51The business is defending its title
0:01:51 > 0:01:54as the best big company to work for in Britain.
0:01:54 > 0:01:59Now, this is the tricky bit, you see, ah, doing it right,
0:01:59 > 0:02:01no bloody clip-on ties here.
0:02:02 > 0:02:05This is not the Iceland way, clip-on ties.
0:02:05 > 0:02:08Anybody has a clip-on tie in Iceland, they get fired.
0:02:08 > 0:02:11Bloody hell, that's a masterpiece, that is.
0:02:13 > 0:02:16Well, it's the Best Companies To Work For dinner
0:02:16 > 0:02:18which we won last year, of course.
0:02:18 > 0:02:20I'll be seriously pissed off if we don't win,
0:02:20 > 0:02:22but I'll pretend that we're all happy.
0:02:22 > 0:02:24Have we all got a drink? Right.
0:02:24 > 0:02:26To the best company to work for,
0:02:26 > 0:02:29irrespective of what happens tonight.
0:02:29 > 0:02:30Yeah. Iceland.
0:02:30 > 0:02:34Last year, Malcolm beat blue chip firms like Goldman Sachs
0:02:34 > 0:02:36to the best company crown.
0:02:36 > 0:02:38Ohhh, yeah! There you go, see.
0:02:38 > 0:02:42But his outspoken reaction to the horse meat crisis has won him
0:02:42 > 0:02:46notoriety among his fellow chief execs in the food business.
0:02:46 > 0:02:48How are you anyway?
0:02:48 > 0:02:52Ah, I'm OK, barring the horse meat, which is...
0:02:52 > 0:02:54But you've been unaffected, haven't you? No.
0:02:54 > 0:02:55Apart from your comments?
0:02:55 > 0:02:59No, it's cost us three million a week in sales. Really?
0:02:59 > 0:03:02The PR fallout was horrendous.
0:03:02 > 0:03:03I heard it on Breakfast News,
0:03:03 > 0:03:07and even Chris Evans was saying he should have stopped.
0:03:07 > 0:03:09But I've been proved right!
0:03:13 > 0:03:17Ladies and Gentlemen, time for us to find out
0:03:17 > 0:03:20who are the best companies to work for in 2013.
0:03:22 > 0:03:26The second place has a real family feel.
0:03:26 > 0:03:30This employee says it best, "We're not just a team but a family."
0:03:30 > 0:03:32Bugger, that's us.
0:03:32 > 0:03:35Ladies and gentlemen, last year's number one,
0:03:35 > 0:03:40the number two best big company is Iceland Foods.
0:03:40 > 0:03:43APPLAUSE
0:03:47 > 0:03:51Malcolm and his team have been knocked off the top spot
0:03:51 > 0:03:53by Pets at Home.
0:03:55 > 0:03:58We were never going to win. No.
0:03:58 > 0:03:59Well, that's a result.
0:03:59 > 0:04:03I mean, of course, I'm disappointed we're not number one, which is where,
0:04:03 > 0:04:06rightly, we deserve to be, but number two's OK.
0:04:08 > 0:04:10Malcolm's concerned that the horse meat scandal has
0:04:10 > 0:04:14tarnished the company's image and cost millions in sales.
0:04:16 > 0:04:19Back at Head Office, he's pressing on with the relaunch
0:04:19 > 0:04:21to help get the business back on track.
0:04:22 > 0:04:25He'll be personally overseeing things from top to bottom
0:04:25 > 0:04:28starting with the new Party Fare range.
0:04:28 > 0:04:30Hello. Hi. Right.
0:04:32 > 0:04:33Talk us through it.
0:04:33 > 0:04:37OK, so we've got for you...
0:04:37 > 0:04:38So this is just chicken strips
0:04:38 > 0:04:40and then you've got a chip shop curry sauce.
0:04:40 > 0:04:43Buyer Alistair Krimp developed the new products
0:04:43 > 0:04:47in Thailand in an attempt to revamp their frozen finger food.
0:04:47 > 0:04:51In essence, what we've tried to do this year is really brighten it up,
0:04:51 > 0:04:55so, you know, the fish, chip and mushy pea products is one example,
0:04:55 > 0:04:59just trying to keep it Iceland.
0:04:59 > 0:05:03So you've just got a massive piece of fish, mushy peas
0:05:03 > 0:05:06and then the chip on top.
0:05:07 > 0:05:08Very good, innit? Yeah.
0:05:10 > 0:05:14Well, lightly-coated fish chunk.
0:05:14 > 0:05:17Green mushy pea. Green, yeah.
0:05:17 > 0:05:18For the last six months,
0:05:18 > 0:05:21the company has been planning to refresh its image.
0:05:21 > 0:05:25The horse meat crisis has made the need for this more urgent.
0:05:26 > 0:05:28and we're giving the stores a new look,
0:05:28 > 0:05:30they're going to be brighter,
0:05:30 > 0:05:32we're having new point of sale material,
0:05:32 > 0:05:35new packaging, lots of new products being launched.
0:05:35 > 0:05:39And it works better if you have the big launch
0:05:39 > 0:05:41than if you drip feed it in.
0:05:42 > 0:05:46In charge of the Iceland relaunch is Malcolm's right-hand man,
0:05:46 > 0:05:47Nick Canning.
0:05:48 > 0:05:52Nick's dream is to achieve what budget supermarket Aldi has.
0:05:52 > 0:05:54RADIO: 'Hello, good afternoon.
0:05:54 > 0:05:57'Today, what we're buying, where we're shopping...'
0:05:57 > 0:05:59Aldi's great success over recent years is how they've wooed
0:05:59 > 0:06:03the middle classes. It's a badge of honour of going to an Aldi
0:06:03 > 0:06:07and saying, "I've found a bargain" in a way that they wouldn't do
0:06:07 > 0:06:11actually going to Asda and certainly not to Iceland.
0:06:11 > 0:06:13Despite Nick's ambitions, Malcolm's always been
0:06:13 > 0:06:17cautious about changing the company's image.
0:06:17 > 0:06:20A part of the issue we have here is about saying who are we trying
0:06:20 > 0:06:23to influence because if we are just talking about existing customers...
0:06:23 > 0:06:27But I'm nervous of taking...
0:06:28 > 0:06:30..taking it to market. OK.
0:06:30 > 0:06:33The only point I'd make on that is that you can't just change a pack.
0:06:33 > 0:06:38We're going to have to go a lot broader and a lot wider than that.
0:06:38 > 0:06:40There are only around about one in five households
0:06:40 > 0:06:42that shop in an Iceland and that is about
0:06:42 > 0:06:45a load of baggage around the brand that some people simply reject.
0:06:45 > 0:06:47It's very cheap and very fattening.
0:06:47 > 0:06:49Well, it's nice and clean and cheap.
0:06:49 > 0:06:51Donkey burgers, horse burgers.
0:06:51 > 0:06:54The brand that used Kerry Katona as a spokesperson, you know,
0:06:54 > 0:06:56their view would be that the quality of the food we sell isn't
0:06:56 > 0:07:00fantastic and that when you set foot into an Iceland,
0:07:00 > 0:07:01the standards won't be great,
0:07:01 > 0:07:03partly because of the location of our stores.
0:07:03 > 0:07:05'And what do you think about that?'
0:07:05 > 0:07:07Well, I think it's an opportunity.
0:07:07 > 0:07:10We have to make sure that people throw all of their prejudices
0:07:10 > 0:07:12about the Iceland brand out of the window.
0:07:14 > 0:07:17Someone who's less optimistic is Keith Hann,
0:07:17 > 0:07:19the company's PR Consultant.
0:07:19 > 0:07:21This is confidential. Oh, I never tell anyone anything.
0:07:21 > 0:07:23That's key to the whole PR strategy -
0:07:23 > 0:07:25never tell anyone anything.
0:07:25 > 0:07:26THEY LAUGH
0:07:26 > 0:07:28We gathered that.
0:07:29 > 0:07:32He's recently rebranded his own department in the wake
0:07:32 > 0:07:35of the PR disaster of the horse meat scandal.
0:07:35 > 0:07:37'What? The Centre of Mediocrity?
0:07:37 > 0:07:39'I have no qualifications in public relations,'
0:07:39 > 0:07:43I haven't done a degree in public relations which are very popular now
0:07:43 > 0:07:47as I know from the degree students who keep e-mailing me
0:07:47 > 0:07:50asking me for my lessons I've learned from "Horsegate".
0:07:50 > 0:07:53'What were you aspirations when you were at university?'
0:07:53 > 0:07:59I wanted to stay at Cambridge and be one of those Dons who
0:07:59 > 0:08:04makes frightfully witty jokes and shags lots of young students.
0:08:04 > 0:08:07Female students, so there wouldn't be so much competition.
0:08:07 > 0:08:10'What happened?' I wasn't clever enough.
0:08:10 > 0:08:11HE LAUGHS
0:08:11 > 0:08:16Keith's dubious about whether the company can ever move upmarket.
0:08:16 > 0:08:20You're never going to convince the hardcore Guardian-reading,
0:08:20 > 0:08:24media-conscious person in London that Iceland sells anything
0:08:24 > 0:08:28other than total crap, it's just I've spent years trying to do it.
0:08:28 > 0:08:31Perhaps if they employed a decent PR man rather than one who is
0:08:31 > 0:08:35clearly shit at his job, they might have made more headway.
0:08:39 > 0:08:41Nick is more optimistic.
0:08:41 > 0:08:44He's in London with his head of marketing, Alison,
0:08:44 > 0:08:47to meet advertising agency Karmarama.
0:08:49 > 0:08:54To seduce new customers, he needs a game-changing TV advert.
0:08:54 > 0:08:57People who hate us, haven't ate us.
0:08:57 > 0:09:00Karmarama's Dave and Sid are the masterminds
0:09:00 > 0:09:03behind campaigns for Costa Coffee and Ikea.
0:09:03 > 0:09:04Iceland is better than you think.
0:09:04 > 0:09:07Nick's given them the brief "better than you think"
0:09:07 > 0:09:09but he knows it's a risky one.
0:09:09 > 0:09:11Iceland is better than you think.
0:09:11 > 0:09:14Iceland's better than you think is the strategic bull's-eye, isn't it?
0:09:14 > 0:09:16My problem with it, I guess, is it feels a bit chippy.
0:09:16 > 0:09:20There is a degree of chippiness. I think you need that.
0:09:20 > 0:09:23You are dealing with a group of people who believe they know you
0:09:23 > 0:09:25and you've got to agitate against that
0:09:25 > 0:09:28and you've got to say, actually, think again.
0:09:30 > 0:09:34But Nick's got to contend with boss Malcolm's more conventional tastes.
0:09:34 > 0:09:37The London agencies, they're all out of the same mould.
0:09:37 > 0:09:40You get two or three guys in sharp suits
0:09:40 > 0:09:42and then you get one in a denim jacket and maybe a ponytail,
0:09:42 > 0:09:44he's the creative director,
0:09:44 > 0:09:48and then you always get a beautiful girl in a very tailored suit
0:09:48 > 0:09:52and they'll start the presentation with PowerPoint,
0:09:52 > 0:09:56just to prove that they've done all the research and then they'll come
0:09:56 > 0:10:02to the punchline and our proposal for your next advert is da-dah.
0:10:02 > 0:10:04So the first route, "People need to know."
0:10:04 > 0:10:05It's almost like Iceland Tourette's.
0:10:05 > 0:10:08I really like the idea of Iceland Tourette's...
0:10:08 > 0:10:11I was just thinking I've got a perfect spokesperson for that.
0:10:12 > 0:10:15You know whether its bloody polar bears, penguins...
0:10:17 > 0:10:19As if we haven't had all that before.
0:10:19 > 0:10:22This is a beautifully-shot film about a lovely wedding.
0:10:22 > 0:10:25We see people being offered lovely canapes on elegant platters,
0:10:25 > 0:10:27we see the groom take the microphone and announce,
0:10:27 > 0:10:29"And finally, I just want to say a big thank you to
0:10:29 > 0:10:32"Iceland Supermarket for providing all the food we've enjoyed today."
0:10:32 > 0:10:34We then pan round the room and we start to record people's
0:10:34 > 0:10:36absolutely stunned and flabbergasted faces.
0:10:36 > 0:10:41We see the bottom of someone's profiterole bowl,
0:10:41 > 0:10:46It's certainly bold and it certainly will, you know, get people talking.
0:10:46 > 0:10:50Karmarama's experience of wooing the middle classes
0:10:50 > 0:10:51could give them the edge.
0:10:51 > 0:10:54We've got people on the team who have been eating, religiously,
0:10:54 > 0:10:58huge amounts of Iceland food and they're loving it.
0:10:58 > 0:11:00Every day is a revelation.
0:11:00 > 0:11:04When you experience a Chicken Tikka Masala Lasagne
0:11:04 > 0:11:07for the very first time, it blows your mind.
0:11:07 > 0:11:10I think that we're not going to come back with a Kerry Katona campaign
0:11:10 > 0:11:14or a, you know, whoever it is, a Division 5 celebrity,
0:11:14 > 0:11:16it kind of works, but what it doesn't do,
0:11:16 > 0:11:19it just keeps feeding the beast that you're going to become.
0:11:19 > 0:11:21If you're doing advertising with Kerry Katona,
0:11:21 > 0:11:24what are people going to think about your product?
0:11:27 > 0:11:29Competing against Karmarama is Malcolm's favourite
0:11:29 > 0:11:35advertising man - 70-year-old veteran Tom Reddy.
0:11:35 > 0:11:38Head of a small northern agency, Tom does most of his work
0:11:38 > 0:11:41out of his car on the M60.
0:11:41 > 0:11:43Tom is...he's well into his 70s,
0:11:43 > 0:11:47grey hair, at least 15 stone overweight.
0:11:47 > 0:11:51You'd be amused to know our latest client is a slimming product.
0:11:51 > 0:11:55When they saw me panting my way upstairs,
0:11:55 > 0:11:58they must have thought there's our chap, that's our agency.
0:11:58 > 0:12:00But Iceland is our main client.
0:12:00 > 0:12:04It was Tom who was responsible for the company's most successful
0:12:04 > 0:12:10advertising campaign featuring I'm A Celebrity Winner Kerry Katona.
0:12:10 > 0:12:13Tom really came shuffling in and I could see Nick Canning
0:12:13 > 0:12:16rolling his eyes - who on earth are these people?
0:12:16 > 0:12:18And he said I've got an idea for your next advert
0:12:18 > 0:12:23and you need an attention-grabber, a shocker -
0:12:23 > 0:12:25Kerry Katona.
0:12:25 > 0:12:27Who? Who's she? Kerry Katona?
0:12:27 > 0:12:31But what an absolutely brilliant idea.
0:12:31 > 0:12:35And it was a jackpot, a hole in one.
0:12:35 > 0:12:37Base, turn, stuff, check.
0:12:37 > 0:12:40Kerry was the face of Iceland for four years
0:12:40 > 0:12:44until a series of tabloid scandals brought the campaign to an end.
0:12:44 > 0:12:45That's why mums go to Iceland.
0:12:47 > 0:12:50Today, Tom is back at Head Office pitching his idea to convince
0:12:50 > 0:12:53people to think again about Iceland.
0:12:53 > 0:12:56The music of celebrity Michael Buble.
0:12:56 > 0:12:59We found a song called "We Just Haven't Met You Yet."
0:12:59 > 0:13:01It sounds a little bit cynical from an advertising man
0:13:01 > 0:13:04to say that Michael Buble and his partner
0:13:04 > 0:13:06are expecting a baby and he posted
0:13:06 > 0:13:11the scan on the internet and put this song over the scan.
0:13:11 > 0:13:13See what you think of it anyway, this is a very rough cut.
0:13:17 > 0:13:21So we let the pictures and the music kind of do the talking.
0:13:21 > 0:13:24The idea of just haven't met you yet is a strong one,
0:13:24 > 0:13:25in terms of the song.
0:13:25 > 0:13:29What I'm thinking about, as I'm seeing the visuals and reading
0:13:29 > 0:13:32the script, is whether or not we need to be a little bit more direct.
0:13:32 > 0:13:35Nick is keen to explore his bolder strategy.
0:13:35 > 0:13:37You could go direct at them
0:13:37 > 0:13:40with a...
0:13:40 > 0:13:42strategy thought of better than you think.
0:13:42 > 0:13:47Advertising men and politicians were told never apologise, never explain.
0:13:47 > 0:13:49I agree.
0:13:49 > 0:13:53Once you start, sort of, explaining better than you think,
0:13:53 > 0:13:57it could be... I never thought that in the first place, but I might
0:13:57 > 0:14:00start thinking it now. It's got to be very carefully approached really.
0:14:00 > 0:14:04And you're right, Tom, you should never apologise.
0:14:04 > 0:14:08But we've been struggling with this one for a while now.
0:14:08 > 0:14:11One of the downsides of having an agency that's been with us for
0:14:11 > 0:14:14a long time is that they'll often come up with ideas
0:14:14 > 0:14:16that are very comfortable in the space we're in.
0:14:16 > 0:14:19It's like a comfortable old jumper.
0:14:19 > 0:14:22Every now and then, we have to stop that and we have to sort of make sure
0:14:22 > 0:14:26we're looking a bit further afield to challenge ourselves to say,
0:14:26 > 0:14:29well, is that what our customers and potential customers want?
0:14:29 > 0:14:33The problem is to move up without moving out.
0:14:33 > 0:14:36If you move out, then you lose your core market.
0:14:38 > 0:14:41Tom's been making Iceland's adverts on and off for 30 years.
0:14:41 > 0:14:44Losing the account would be a blow.
0:14:44 > 0:14:48It's funny cos one of our writers said, "I wonder
0:14:48 > 0:14:53"if anybody will be able to be as emotional about Iceland as we are."
0:14:53 > 0:14:55And...
0:14:56 > 0:15:01..I thought that kind of summed it up really.
0:15:01 > 0:15:05In Tooting, news is in from Head Office that the stores need
0:15:05 > 0:15:07a facelift ahead of the relaunch.
0:15:09 > 0:15:11Ah, that's better.
0:15:11 > 0:15:13Cricket enthusiast Sandra is
0:15:13 > 0:15:17looking for new ways to motivate her team of 45 staff.
0:15:17 > 0:15:19Good morning.
0:15:19 > 0:15:21As part of Easter,
0:15:21 > 0:15:22we've just got every team member,
0:15:22 > 0:15:26when they're on break or before they started or when they finish,
0:15:26 > 0:15:29just to colour themselves on an egg. This is Abraham, our supervisor.
0:15:31 > 0:15:32This is Balol's one.
0:15:32 > 0:15:35And the reason it looks like this is because Balol went wrong
0:15:35 > 0:15:38and so instead of just using a different egg,
0:15:38 > 0:15:40he just coloured the whole egg in, so that's fine.
0:15:42 > 0:15:44I'm this egg in the middle.
0:15:44 > 0:15:46I have a Sandra name badge on.
0:15:46 > 0:15:48It doesn't look a lot like me,
0:15:48 > 0:15:53but I wanted to make sure my egg stood out among everyone else's egg.
0:15:53 > 0:15:56I talk an exceptional amount all the time
0:15:56 > 0:16:01and I probably am quite controlling of what goes on in the store.
0:16:01 > 0:16:05One of Malcolm's biggest bugbears is shoplifting.
0:16:05 > 0:16:09For law graduate Sandra, it's a daily challenge.
0:16:09 > 0:16:12You can watch across the entire store from the gap,
0:16:12 > 0:16:14so we just watch to see if there's anything we need to be
0:16:14 > 0:16:17aware of that we're not aware of.
0:16:17 > 0:16:20We know the common shoplifters, so we have Mr Leg of Lamb
0:16:20 > 0:16:23who would only remove legs of lamb from the store.
0:16:23 > 0:16:28He regularly comes in but he's now swapped his tactics,
0:16:28 > 0:16:31he doesn't come to take the legs of lamb to steal the legs of lamb,
0:16:31 > 0:16:34he comes to take the legs of lamb so the police will arrest him
0:16:34 > 0:16:37so he can stay in the cell overnight.
0:16:37 > 0:16:40So he's got a bit of a win/win situation going on now.
0:16:40 > 0:16:46So we just seal them all up and then they should be fine for the day.
0:16:46 > 0:16:50Sandra has foiled leg of lamb man with locked boxes,
0:16:50 > 0:16:53but there is another thief eluding her net.
0:16:53 > 0:16:54We've got salmon and prawn man.
0:16:54 > 0:16:59Last year, we lost nearly ?1,500 on salmon fillets
0:16:59 > 0:17:02and prawn alone, so he's our next lookout
0:17:02 > 0:17:04but we've not caught him yet.
0:17:05 > 0:17:07Guys, we're getting very, very close
0:17:07 > 0:17:10now to catching the person who's responsible for the salmon, OK?
0:17:10 > 0:17:11We've narrowed it down
0:17:11 > 0:17:15that those products go missing between 9.15 and 10.00, so..
0:17:15 > 0:17:18Do we know what he looks like? No. No, OK.
0:17:18 > 0:17:20And I say it's a guy, I'm assuming it's a guy?
0:17:20 > 0:17:22Yeah, OK, OK. We'll keep our eyes open.
0:17:22 > 0:17:25Keep your eyes open, don't headlock anyone, please?
0:17:25 > 0:17:27No, I'll try not to. Choke slam? Yeah, that's all right.
0:17:27 > 0:17:29So what I want us to do is to go downstairs.
0:17:29 > 0:17:32Now, we'll be doing stuff,
0:17:32 > 0:17:35but we need to keep an eye on those three cabinets.
0:17:35 > 0:17:37So what are you guys going to do downstairs?
0:17:37 > 0:17:39Just going to pretend that we're working.
0:17:39 > 0:17:41Well, you can do some work. We're going to work.
0:17:41 > 0:17:43You can do some work. I'm going to watch you now,
0:17:43 > 0:17:46I'm going to watch you more than prawn man.
0:17:51 > 0:17:55The company loses ?5 million to shoplifters every year.
0:17:55 > 0:18:00With sales struggling, the staff are on orders to be extra vigilant.
0:18:00 > 0:18:03Well, we're looking for anyone that comes in that doesn't have a basket
0:18:03 > 0:18:05because why would you come into the store without a basket?
0:18:05 > 0:18:09Like that gentleman has come into the store without a basket.
0:18:10 > 0:18:13Just keep an eye for anyone who's come in without a basket
0:18:13 > 0:18:16and a massive bag. We'll find him. Yeah.
0:18:16 > 0:18:18Store number two, Tim.
0:18:18 > 0:18:21When an incident occurs in any of the 800 stores,
0:18:21 > 0:18:25it's reported directly to the security department at Head Office.
0:18:25 > 0:18:28That's a male who was violent who came in store and was asked to leave.
0:18:28 > 0:18:31We're pretty sure that Tooting know exactly what they're doing
0:18:31 > 0:18:32with these toerags.
0:18:32 > 0:18:35Ex-accountant Duncan Miles is responsible for all crime
0:18:35 > 0:18:38and security at the company.
0:18:38 > 0:18:41The team will tell you here that when something bad happens
0:18:41 > 0:18:44to someone in a store or to a store, I'm walking round like I've been
0:18:44 > 0:18:47kicked between the legs because we do care passionately about it.
0:18:47 > 0:18:50Physical attack, Hackney, male became aggressive
0:18:50 > 0:18:51and punched the manager in the face.
0:18:51 > 0:18:53Our job is to protect our staff
0:18:53 > 0:18:56and I'll tell you what, that's something we all strive to do
0:18:56 > 0:19:00to the best of our ability because this company doesn't work like
0:19:00 > 0:19:06faceless bureaucrats, we all get our sleeves rolled up and get stuck in.
0:19:06 > 0:19:10In London alone, the company's store detectives catch
0:19:10 > 0:19:13more than 3,000 shoplifters every year.
0:19:13 > 0:19:17Certain police forces have sent out an edict that they're not to
0:19:17 > 0:19:22attend for shoplifting incidents where it's less than ?20.
0:19:22 > 0:19:23They're saying that as a rule,
0:19:23 > 0:19:26but we are still getting prosecutions at under ?20. Right.
0:19:26 > 0:19:31I mean, it is a huge problem and even the police are treating it
0:19:31 > 0:19:35as a victimless crime, and so many times, the police won't come.
0:19:35 > 0:19:39No problem getting you doing 32mph down the road here,
0:19:39 > 0:19:45you can go to jail for that, but stealing something, no, that's OK.
0:19:45 > 0:19:51So, again, how do you change people's attitudes towards it? It is a crime.
0:19:55 > 0:19:59Near Sloane Square in Chelsea, Malcolm's drive to refresh
0:19:59 > 0:20:02the business is gathering pace.
0:20:02 > 0:20:05He's handpicked the company's newest store manager,
0:20:05 > 0:20:08his only son, Richard.
0:20:09 > 0:20:11We are out in Chelsea, um...
0:20:11 > 0:20:15just driving to my new store in Swiss Cottage
0:20:15 > 0:20:21where I'll be working for the next couple of months managing the store.
0:20:23 > 0:20:26After a successful career in property, Richard is deciding
0:20:26 > 0:20:29whether to follow his dad into the business
0:20:29 > 0:20:32but he needs to start on the shop floor.
0:20:32 > 0:20:35He's hoping to bring some fresh ideas.
0:20:35 > 0:20:38I think...I think my dad thinks that, er,
0:20:38 > 0:20:40the role I'm doing now is obviously invaluable
0:20:40 > 0:20:43and I'm quite aware that the eyes of the company are on me now.
0:20:43 > 0:20:47So I'm going into a store that's performed below expectation
0:20:47 > 0:20:52and I think they think I'm going to go in and try and sort it out.
0:20:56 > 0:20:59Don't actually know where to park.
0:20:59 > 0:21:01Guess we walk in the front, I think.
0:21:02 > 0:21:06I'm very nervous actually, very nervous.
0:21:06 > 0:21:09Hello, I'm Richard, how you doing? You all right? Good to meet you.
0:21:09 > 0:21:11How you doing? Good to meet you.
0:21:11 > 0:21:14Do you want me to help you with that, madam? Can I help you with this?
0:21:17 > 0:21:20Here is a basket holder that wasn't there before,
0:21:20 > 0:21:23but what I've found is a lot of people are coming straight
0:21:23 > 0:21:26into the store and they're just thinking about bread, milk, eggs
0:21:26 > 0:21:28or whatever they've got to buy
0:21:28 > 0:21:30and they get here and they're struggling to hold stuff
0:21:30 > 0:21:33and so having the basket holder there is just quite good.
0:21:33 > 0:21:35What else have we done? I don't know really.
0:21:35 > 0:21:40Rome wasn't built in a day, so just a few little things.
0:21:42 > 0:21:44The trouble for Richard is that Iceland traditionally
0:21:44 > 0:21:47thrives in low-income areas.
0:21:47 > 0:21:51The newly-opened Swiss Cottage store is next to a Waitrose
0:21:51 > 0:21:52on a high street that serves some of
0:21:52 > 0:21:56the most affluent neighbourhoods in London.
0:21:56 > 0:21:58Oh, this is Iceland. Yes.
0:21:58 > 0:22:03People get confused. You have to say the shop, not the country.
0:22:03 > 0:22:05Richard's success will depend on bringing a different
0:22:05 > 0:22:08kind of customer through the doors.
0:22:10 > 0:22:1410 Jaffa cakes ice cream. Oh, I'm going to get one of those.
0:22:14 > 0:22:17I think it's very interesting because I think most of us
0:22:17 > 0:22:19are having to look around now when we didn't.
0:22:19 > 0:22:22I mean I'm a Marks Spencer and Waitrose shopper,
0:22:22 > 0:22:27I'm in Marks Spencer daily, but this is great to know it's here.
0:22:27 > 0:22:32We think that you should advertise in say the Ham High.
0:22:32 > 0:22:34In the...? In the Ham High, the local paper.
0:22:34 > 0:22:35Ah, the local paper.
0:22:35 > 0:22:41Get pictures of people shopping in Iceland into the Ham High.
0:22:41 > 0:22:43I suppose advertising would help.
0:22:43 > 0:22:46Perhaps it might have to be a little
0:22:46 > 0:22:49more sophisticated than Iceland's advertising currently is.
0:22:49 > 0:22:51I don't think anybody wants to be known for shopping
0:22:51 > 0:22:53because it's cheap.
0:22:53 > 0:22:55The fact that it is is a bonus.
0:22:57 > 0:22:59Hello. Hello.
0:23:00 > 0:23:02Look at your hair.
0:23:02 > 0:23:05It looks like you work in a bloody clothes shop.
0:23:05 > 0:23:07Malcolm is down in London to take Richard to lunch.
0:23:07 > 0:23:09It's, er, practical.
0:23:09 > 0:23:12When you come into Head Office, you have to have a bit of gravitas.
0:23:12 > 0:23:17He's taking a keen interest in Richard's progress on the shop floor.
0:23:17 > 0:23:20So how did the, er, the manager's meeting go yesterday?
0:23:20 > 0:23:23It went really well, but I need to be...
0:23:23 > 0:23:25You can't fail. I know.
0:23:25 > 0:23:28But I need to be allowed to...
0:23:28 > 0:23:31to fail, you know, and if...
0:23:31 > 0:23:32Hopefully, I won't.
0:23:32 > 0:23:36A lot of people bring their son in almost at board level
0:23:36 > 0:23:44which is completely wrong, you've got to earn your spurs.
0:23:44 > 0:23:50It's very important to bring up your children with a work ethic
0:23:50 > 0:23:52and they all had holiday jobs,
0:23:52 > 0:23:56they all know the value of money, where some people I know
0:23:56 > 0:23:59who have done well in life, their kids are a nightmare.
0:24:02 > 0:24:05In Treorchy, an ex-mining town in Wales,
0:24:05 > 0:24:07Malcolm's other new store manager Martin
0:24:07 > 0:24:11is keeping the company's more traditional customers happy.
0:24:11 > 0:24:13The store opened four months ago, bringing with it
0:24:13 > 0:24:1724 new jobs to a deprived area.
0:24:17 > 0:24:19Yorkshire puddings.
0:24:20 > 0:24:23Yeah, just down this way and I'll show you now.
0:24:23 > 0:24:27You need to get some new batteries for your glasses perhaps.
0:24:27 > 0:24:29All right, anything else I can help you with?
0:24:29 > 0:24:31Cheers then.
0:24:31 > 0:24:32The store is doing very, very well.
0:24:32 > 0:24:34The team and the staff know a lot of the local people.
0:24:34 > 0:24:37Yeah, of course, you come in and have a chat any time.
0:24:37 > 0:24:39A lot of their feedback is generally along the lines of
0:24:39 > 0:24:42we're glad Iceland came, it's done so much for the town centre.
0:24:42 > 0:24:45We could get like... Are we getting...?
0:24:45 > 0:24:48Yeah, mini ones, but they're down by there. Oh, the party ones.
0:24:48 > 0:24:51The first customers through the door when the store opened
0:24:51 > 0:24:55were 55-year-old electrician Mark and his fiancee Lisa.
0:24:55 > 0:24:59Now they are back to cater for their upcoming wedding.
0:24:59 > 0:25:01So we'll have these. Yeah. Right, the Indian platter.
0:25:01 > 0:25:04This is going to be nice, pastry swirls.
0:25:04 > 0:25:06Chicken, they look weird. Yeah.
0:25:06 > 0:25:09It's unusual, innit? That's what we want.
0:25:09 > 0:25:13All wedding food is always the same, wedding buffets, you know,
0:25:13 > 0:25:17the same thing - sandwiches, this, this, that, you know, and these
0:25:17 > 0:25:20kind of stuff is going to be very unusual because they'll be looking
0:25:20 > 0:25:24at them and they'll be thinking "Wow. What is this? What is that?"
0:25:24 > 0:25:28More so these because these, you never see, I've never seen them.
0:25:28 > 0:25:30No, potato skins, mini potato skins,
0:25:30 > 0:25:33I mean they'll be unusual in a party, you know.
0:25:33 > 0:25:35You know and they're going to look at them
0:25:35 > 0:25:37and hopefully they're going to eat them.
0:25:37 > 0:25:39Do you want to have a look at the gateau's now?
0:25:39 > 0:25:41And my favourite lemon meringue, look.
0:25:43 > 0:25:45You don't want that at the wedding though, do you?
0:25:45 > 0:25:47Lemon meringue pie, yeah, people love it.
0:25:47 > 0:25:50Right, can you give this a wipe down for me?
0:25:50 > 0:25:52I've got to be honest, he is good at housework.
0:25:52 > 0:25:55I don't go for the looks.
0:25:55 > 0:25:57Pardon.
0:25:57 > 0:26:00I'm not a lovable person, I'm not romantic either,
0:26:00 > 0:26:03I've never been romantic, I don't know how to be romantic, you know.
0:26:03 > 0:26:09He has his little ways but he shows them when he doesn't realise
0:26:09 > 0:26:10he's showing them.
0:26:10 > 0:26:13Oh, they're only little things. Yeah.
0:26:13 > 0:26:15With 200 guests coming to the wedding,
0:26:15 > 0:26:18Mark and Lisa are planning to spend ?1.75 per head on food.
0:26:18 > 0:26:20Very nice.
0:26:20 > 0:26:23Putting it on proper trays and everything else, I mean. Yeah.
0:26:23 > 0:26:26Like many of Iceland's core customers, Lisa is used to
0:26:26 > 0:26:29operating on a tight budget.
0:26:29 > 0:26:31Me and my stepmother had to apply for a loan
0:26:31 > 0:26:34when my father passed away to help with the funeral.
0:26:34 > 0:26:36For me, at that particular time, cos I mean
0:26:36 > 0:26:42I wasn't with Mark, I was on my own. It was a struggle but I coped,
0:26:42 > 0:26:46just as much as anyone else, you know. Lived on ready meals, really.
0:26:46 > 0:26:49Hmm, I like this one. They're like lollipops, innit? Yeah.
0:26:49 > 0:26:53It does look like a lollipop, not classy, but maybe strange.
0:26:53 > 0:26:56These are going to go down a treat, I think.
0:26:56 > 0:26:58Although sales are flying in Treorchy,
0:26:58 > 0:27:02the company as a whole is feeling the pinch.
0:27:02 > 0:27:06RADIO: 'It's been a eventful new year for the high street and a depressing one?
0:27:06 > 0:27:09'It is undeniably a challenging time for high street retailers.
0:27:09 > 0:27:14'Businesses have to adapt to the way consumers are now choosing to shop.'
0:27:15 > 0:27:17Hello.
0:27:17 > 0:27:22At HQ, Malcolm's worries are all about sales.
0:27:22 > 0:27:24We're not doing as well as we should be.
0:27:24 > 0:27:27It's a bit flat at the moment.
0:27:27 > 0:27:30Flagging sales are making Malcolm cautious,
0:27:30 > 0:27:35but Nick is pressing on with his risk-taking ad campaign.
0:27:35 > 0:27:38So you need to just come round here a bit, Nigel, if you can.
0:27:38 > 0:27:42He's presenting Karmarama's wedding idea to the board.
0:27:42 > 0:27:43Who's put this together Nick?
0:27:43 > 0:27:46So this is from a new agency called Karmarama.
0:27:46 > 0:27:49In terms of agitate, the phrase "better than you think",
0:27:49 > 0:27:53imagine the perfect idyllic British summer wedding, OK?
0:27:56 > 0:27:59It's beautifully set, you've got a buffet wedding platter
0:27:59 > 0:28:01and the food just looks fantastic.
0:28:01 > 0:28:04It's everything you do that you would expect to see at a wedding.
0:28:04 > 0:28:07We get the classic wedding scenes of the bridesmaids dancing,
0:28:07 > 0:28:10so we see guests sipping bubbly being served trays of canapes,
0:28:10 > 0:28:13they love it, they think it's fantastic.
0:28:13 > 0:28:14John makes his speech and he
0:28:14 > 0:28:17and Louise have one final surprise for their guests -
0:28:17 > 0:28:20"And finally, I would just like to thank Iceland, the supermarket,
0:28:20 > 0:28:21"for providing all of the food.
0:28:21 > 0:28:23"Without them, none of this would have been possible."
0:28:23 > 0:28:25Silence. Everyone looks stunned. OK?
0:28:25 > 0:28:28And then it's, "Iceland - better than you think."
0:28:28 > 0:28:32Thinking of the simple idea, this is complicated.
0:28:32 > 0:28:35It's a story that's complicated, I don't know.
0:28:35 > 0:28:37I don't know, ah.
0:28:37 > 0:28:41I like the principle. What I'm struggling to get me head round is
0:28:41 > 0:28:42that I'm not sure you make
0:28:42 > 0:28:46the stretch between Iceland retail food and a wedding.
0:28:46 > 0:28:48Look, here's the reason for showing you now.
0:28:48 > 0:28:51If I don't show you now, I'll go back into development
0:28:51 > 0:28:53if I'm not 100% and we will miss this summer.
0:28:53 > 0:28:54Well, I... Yeah. OK, so...
0:28:54 > 0:28:57Right. I'm not 100%, I don't think any of us are.
0:28:57 > 0:29:01Look, at the end of the day, if there's no better idea, go with it,
0:29:01 > 0:29:03but you're not 100% convinced.
0:29:03 > 0:29:06We haven't sort of had the eureka moment, have we?
0:29:06 > 0:29:09The Kerry Katona ads hit the bull's-eye for exactly what
0:29:09 > 0:29:11we were trying to do from day one.
0:29:11 > 0:29:14How about bringing her back? Oh, sorry, I shouldn't have said that.
0:29:14 > 0:29:16I wouldn't do it, because what she does is
0:29:16 > 0:29:19she reinforces all of the bad things about our business.
0:29:21 > 0:29:26In Treorchy, Lisa's wedding dress has come back from its final alterations.
0:29:26 > 0:29:31My stepdaughter I had it off. Well, my stepdaughter-to-be.
0:29:31 > 0:29:34She was going to get married and it didn't work out.
0:29:34 > 0:29:37She was going to sell it and then when she found out
0:29:37 > 0:29:41me and her dad were getting married, she offered it to me,
0:29:41 > 0:29:43so she's happy in a way that it's being used.
0:29:43 > 0:29:46'Are you excited about seeing Mark's face
0:29:46 > 0:29:48'when he sees you for the first time?'
0:29:48 > 0:29:52No, not really, cos he's not going to show anything.
0:29:55 > 0:29:59In Bredbury, near Manchester, Head of Security Duncan is
0:29:59 > 0:30:02doing his bit to spring clean the company image.
0:30:04 > 0:30:06He's recording an instructional video
0:30:06 > 0:30:10to show staff how to spot shoplifters.
0:30:10 > 0:30:14The whole idea of this is to get robbing bastards down to the
0:30:14 > 0:30:17Co-op or somewhere else where they can get away with it easier.
0:30:19 > 0:30:22Responsible for delivering Duncan's vision is director
0:30:22 > 0:30:24Beverley Ashworth.
0:30:24 > 0:30:25..and then fling it.
0:30:25 > 0:30:27Stand by...
0:30:28 > 0:30:30..and action.
0:30:36 > 0:30:37CLATTER
0:30:44 > 0:30:48Duncan wants the crime re-enactments to look as convincing as possible.
0:30:48 > 0:30:51You wouldn't walk down here past a cashier, would you?
0:30:51 > 0:30:53because you've got a chance of getting stopped,
0:30:53 > 0:30:54so you would walk round.
0:30:54 > 0:30:56All right, I'll sort something out.
0:30:56 > 0:30:59Are you with me, real life? I'm talking real life.
0:30:59 > 0:31:02Yeah, all right. Real world.
0:31:02 > 0:31:04Oh, I don't think, I think you just get on the radio.
0:31:04 > 0:31:07Don't chase him, let's not... that looks a bit vigilante then.
0:31:07 > 0:31:10Most of our staff are vigilante, they just want to stop things
0:31:10 > 0:31:12and it's not right, we don't want to tell them to do that.
0:31:12 > 0:31:15No, no, not at all, do something, but don't do that, yeah.
0:31:15 > 0:31:18They do, cos they just hate shoplifters so much.
0:31:18 > 0:31:20Bastards. Right.
0:31:20 > 0:31:23Sorry, I'll let you get on. Chill. Just chill.
0:31:25 > 0:31:28Jack Regan in The Sweeny, I thought that was brilliant,
0:31:28 > 0:31:30I thought it was superb.
0:31:30 > 0:31:36Ray Winstone, I'm a big fan of his.
0:31:36 > 0:31:40people like Telly Savalas and Clint Eastwood.
0:31:40 > 0:31:43Well, we can compromise. We can do one more where she doesn't go in,
0:31:43 > 0:31:46how does that sound? We'll use that one if we can.
0:31:46 > 0:31:49Yeah, as I've always said, Bev, I don't give a stuff,
0:31:49 > 0:31:51I'd drag them out the back and give them a kicking
0:31:51 > 0:31:52just for trying it, but...
0:31:52 > 0:31:54Once again, we're rolling, excellent.
0:31:54 > 0:31:56SHE LAUGHS
0:31:56 > 0:31:58'Do you dream about crime?'
0:31:58 > 0:32:00I dream about Iceland.
0:32:02 > 0:32:04The missus gets pissed off with it.
0:32:04 > 0:32:06'What do you dream of about Iceland?'
0:32:08 > 0:32:13Apparently, a couple of weeks ago, I woke up and told the missus that
0:32:13 > 0:32:18she knew fuck all about security. Don't know where that one came from.
0:32:20 > 0:32:24At HQ, Malcolm is about to talk shop with one of his family members.
0:32:26 > 0:32:28With Richard as his man on the ground,
0:32:28 > 0:32:31he's able to keep tabs on how the stores are running.
0:32:31 > 0:32:33Hello.
0:32:33 > 0:32:34Hello. Hi.
0:32:34 > 0:32:38Hi. Um, are you going online today?
0:32:38 > 0:32:40Ah, we're going online tomorrow. It's tomorrow morning
0:32:40 > 0:32:44and we've just had a conference call about it,
0:32:44 > 0:32:47so the orders are going to be placed up to 10pm tonight.
0:32:47 > 0:32:49If there are any orders.
0:32:49 > 0:32:54OK. Can't think of anything else to talk about, OK. Right. Cheers.
0:32:56 > 0:32:59'Pretty no-nonsense guy.'
0:32:59 > 0:33:00Yeah. Yeah, exactly.
0:33:00 > 0:33:03Come to see that as an endearing trait of his personality.
0:33:05 > 0:33:09One trait that Richard shares with his father is impatience with
0:33:09 > 0:33:10things that don't work.
0:33:10 > 0:33:14He's trying to order supplies for the staff room.
0:33:14 > 0:33:18I can't see it on the list, it's the blue Tork roll, paper towel.
0:33:18 > 0:33:21I can see that, actually. It's not the paper roll. Could you...
0:33:21 > 0:33:25You couldn't put me through to the suppliers then, could you?
0:33:27 > 0:33:28I can't believe it.
0:33:28 > 0:33:33Now they've just hung up on me as I was waiting.
0:33:33 > 0:33:35It's, like, unbelievable.
0:33:35 > 0:33:38I mean, I'd actually... I'd pay someone ?10
0:33:38 > 0:33:41if they could actually work out how to order something from that.
0:33:41 > 0:33:42It's impossible.
0:33:42 > 0:33:44It is impossible to order anything from that.
0:33:44 > 0:33:47It's the shittest system ever.
0:33:50 > 0:33:53Some of the systems are just so archaic.
0:33:53 > 0:33:55These are the things Dad doesn't realise cos he's on his Mac,
0:33:55 > 0:33:59you know, he's on a different system and a different e-mail address.
0:33:59 > 0:34:01Malcolm hopes all will improve
0:34:01 > 0:34:05if they move back to the simplicity of the company he first started.
0:34:06 > 0:34:11See, in 2005, we developed this as our plan.
0:34:11 > 0:34:162005. Keep it simple, focus and accept reality.
0:34:16 > 0:34:19And I've just realised over the last week or two,
0:34:19 > 0:34:21mainly because Richard was working in a store
0:34:21 > 0:34:23and keeps feeding me information,
0:34:23 > 0:34:26it's creep, and it's all crept back.
0:34:26 > 0:34:29And people here in ivory towers in their office
0:34:29 > 0:34:31designing programmes for stores,
0:34:31 > 0:34:34sending it out without any appreciation
0:34:34 > 0:34:37of the workload that's piled onto a manager.
0:34:37 > 0:34:40When you look through it, it's just complete bollocks.
0:34:40 > 0:34:41So what is this?
0:34:42 > 0:34:43What's it for?
0:34:46 > 0:34:49I've no idea, but I think these guys will probably tell us.
0:34:49 > 0:34:51Well, we don't know. Oh, you don't know either?
0:34:51 > 0:34:54Nobody's going to read it.
0:34:54 > 0:34:56I don't think, to be fair, we've got...
0:34:56 > 0:35:03What's that?
0:35:03 > 0:35:04from a jar.
0:35:04 > 0:35:07Look, absolutely get the message loud and clear.
0:35:07 > 0:35:11Can we have an agreement that as from today nothing goes in store
0:35:11 > 0:35:12unless I say so?
0:35:13 > 0:35:15Unless, as soon as he goes...
0:35:15 > 0:35:16No, no...
0:35:17 > 0:35:21It's a balance between consensus management and JFDI.
0:35:23 > 0:35:25JFDI? Just Fucking Do It.
0:35:27 > 0:35:32But there's one thing they haven't done - decided on a new TV advert.
0:35:32 > 0:35:35Rival supermarkets have launched their summer TV campaigns
0:35:35 > 0:35:38but Iceland has missed the slot.
0:35:38 > 0:35:42I make my way through the ferns of summer here.
0:35:42 > 0:35:44Instead they've asked old-hand Tom Reddy
0:35:44 > 0:35:47to make some ten-second trade adverts as a stopgap.
0:35:48 > 0:35:50These are just essentially to sell food.
0:35:50 > 0:35:54Food is the A-line
0:35:54 > 0:35:58and order this food, so you present it as beautifully as you can.
0:36:01 > 0:36:04London agency Karmarama has been asked
0:36:04 > 0:36:06back up to HQ to pitch again.
0:36:08 > 0:36:12They're limbering up for their presentation with a name game.
0:36:12 > 0:36:15BA? Bryan Adams.
0:36:15 > 0:36:17Bryan Adams is a good one.
0:36:17 > 0:36:18CM? Chris Martin.
0:36:18 > 0:36:21Charles Manson. Charles Manson.
0:36:21 > 0:36:23OH? Oliver Hardy.
0:36:23 > 0:36:25Oliver Hardy - good call.
0:36:25 > 0:36:27That is class. Very good.
0:36:27 > 0:36:30'What are you aiming to get out of this meeting?'
0:36:32 > 0:36:35The green light. Yeah, the go ahead.
0:36:35 > 0:36:38ON LAPTOP: If you like authentic tasting curry
0:36:38 > 0:36:41you're in for a real treat.
0:36:41 > 0:36:43Oh, and a little bit of a surprise.
0:36:43 > 0:36:45Iceland - better than you think.
0:36:48 > 0:36:50The wedding idea has been rejected
0:36:50 > 0:36:52but they are back with something new.
0:36:54 > 0:36:57I think we've really got to knock in this whole thing of the humour.
0:36:57 > 0:36:59Yeah, yeah, yeah, yeah, definitely.
0:36:59 > 0:37:01I want to make sure that they really get that.
0:37:01 > 0:37:04What I'm worried about is that when you show them all the other stuff
0:37:04 > 0:37:07that they're going to go, "Oh, yeah, that looks lovely.
0:37:07 > 0:37:10"That's lovely, innit? The food looks amazing. Do we need the funny bit at the end?
0:37:10 > 0:37:13"Why can't we just go back to 'that's why mums go to Iceland.'"?
0:37:20 > 0:37:22'Nick needs to decide
0:37:22 > 0:37:25'whether to go ahead with his game-changing campaign.
0:37:25 > 0:37:27'With the crucial autumn season approaching,
0:37:27 > 0:37:30'he'll have to make up his mind soon.'
0:37:30 > 0:37:31We just wanted to show you
0:37:31 > 0:37:34these little clips that we've put together.
0:37:34 > 0:37:36ON TV: 'You're in for a real treat.
0:37:36 > 0:37:39'Oh, and a little bit of a surprise.
0:37:39 > 0:37:41'Iceland, better than you think.'
0:37:41 > 0:37:43I've got to say, I'm just trying
0:37:43 > 0:37:45to read your body language which is poker.
0:37:45 > 0:37:48Obviously we need to know from you,
0:37:48 > 0:37:50cos you're controlling the light switch on this.
0:37:50 > 0:37:53The overt challenge to convince cynical mums that Iceland is
0:37:53 > 0:37:55better than you think is still an overt challenge.
0:37:55 > 0:37:59But I'm not sure it's one I want to take on at autumn and Christmas.
0:37:59 > 0:38:03Yeah. I think, given where we're at and everything we've talked about,
0:38:03 > 0:38:06you know, the creative needs to be a bit more mainstream -
0:38:06 > 0:38:09funnier, populist, traditionally comfortable Iceland advertising.
0:38:09 > 0:38:12I don't know. I'm not you, but my instinct would be,
0:38:12 > 0:38:14I think you need to go out there with a new message.
0:38:14 > 0:38:18But it doesn't feel to me like an Iceland campaign at the moment.
0:38:18 > 0:38:19OK. We'll carry on thinking.
0:38:21 > 0:38:25With sales still shaky and no suitable idea on the table,
0:38:25 > 0:38:27Nick's starting to have doubts about
0:38:27 > 0:38:29the risks of the bold new ad campaign.
0:38:29 > 0:38:32The timescale is tight.
0:38:32 > 0:38:35We need, in the next couple of weeks, to be going to the board and saying
0:38:35 > 0:38:37this is the one we've chosen and what we're going to do.
0:38:37 > 0:38:40Trying to get that Iceland brand a bit further out there,
0:38:40 > 0:38:42that hasn't come to pass.
0:38:43 > 0:38:48With the vital autumn period already looming, the priority for Nick
0:38:48 > 0:38:51is any advertising now needs to reassure core customers.
0:38:52 > 0:38:54I think we need to make sure we have
0:38:54 > 0:38:56an idea that people understand, they get.
0:38:56 > 0:39:00My job is make sure it challenges and is as good as it needs to be.
0:39:00 > 0:39:03I mean, if I was just making advertising for Malcolm
0:39:03 > 0:39:04then I could do that tomorrow.
0:39:06 > 0:39:08In the head office test store,
0:39:08 > 0:39:11Malcolm is having some relaunch ideas of his own.
0:39:11 > 0:39:15He's decided that what his customers want is simple.
0:39:17 > 0:39:20Now, when you look at that, at the wine display,
0:39:24 > 0:39:28All the different wines... How do you really know?
0:39:29 > 0:39:31So, I've got an idea.
0:39:34 > 0:39:40Right, as an experiment we're going to take five stores and this label...
0:39:40 > 0:39:43Imagine that bigger and bolder,
0:39:43 > 0:39:45but all it needs to say is
0:39:45 > 0:39:47"Good red wine."
0:39:47 > 0:39:49"Good white wine."
0:39:49 > 0:39:51"Good rose wine."
0:39:51 > 0:39:52And that's it.
0:39:52 > 0:39:58And we have good red wine, good white wine and good rose wine and...
0:39:59 > 0:40:01..just blocked.
0:40:01 > 0:40:05So we sell three wines instead of 30 and see how that works.
0:40:05 > 0:40:08And that's it. Good red wine.
0:40:08 > 0:40:10This isn't white label,
0:40:10 > 0:40:16this isn't cheap, it's just simplicity.
0:40:16 > 0:40:19Good cheddar cheese, good red wine.
0:40:19 > 0:40:22There's something there. I don't know how it'll develop -
0:40:22 > 0:40:23it might not go anywhere, but it might.
0:40:26 > 0:40:29Ahead of the relaunch, the store facelifts are entering
0:40:29 > 0:40:31the final push.
0:40:31 > 0:40:35In Tooting, an undercover detective has been sent from head office
0:40:35 > 0:40:37to help Sandra stop the shoplifters.
0:40:38 > 0:40:40So today we've got Bayou in store.
0:40:40 > 0:40:42Bayou is an undercover store detective,
0:40:42 > 0:40:45and so what he does, he will move round the store
0:40:45 > 0:40:50in the appearance of shopping, so that he can then stop any
0:40:50 > 0:40:55potential shoplifters and also catch shoplifters as they leave the store.
0:40:55 > 0:40:57Obviously we don't announce to the team downstairs that we have
0:40:57 > 0:41:00an undercover detective, it's only because we don't
0:41:00 > 0:41:01want his cover to be given away.
0:41:01 > 0:41:05What we have had in the past, and what Bayou's experienced, and so I've had to speak to the team,
0:41:05 > 0:41:07is that they will see him in the store
0:41:07 > 0:41:09and they'll assume that he is a shoplifter.
0:41:09 > 0:41:12So they then start to follow him round the store.
0:41:12 > 0:41:15He's trying to follow someone else, they're following him
0:41:15 > 0:41:18and it gets to be a bit of a circus.
0:41:18 > 0:41:21So the guys know that he's here and they notice him,
0:41:21 > 0:41:24but where they will have seen him before, today they should put
0:41:24 > 0:41:28two and two together and not follow him around the shop.
0:41:28 > 0:41:29He is very stealthy.
0:41:29 > 0:41:33We've seen him go from the front to the back of the store in about two seconds.
0:41:33 > 0:41:35Excuse me, sir, I'm a store detective,
0:41:35 > 0:41:38I believe that your bag consists of items you haven't paid for.
0:41:38 > 0:41:41Can you follow me back to the store, please? Thank you.
0:41:41 > 0:41:43This is me first time and I didn't mean to do it.
0:41:43 > 0:41:45Why did you decide to take it?
0:41:45 > 0:41:47I...I don't know.
0:41:47 > 0:41:51Why you do this, sir? You've got a job and you still steal from Iceland.
0:41:51 > 0:41:53You will now be banned from Iceland stores
0:41:53 > 0:42:01and also any other businesses that take part in the same scheme.
0:42:01 > 0:42:03So you care now? OK, obviously.
0:42:03 > 0:42:06Madam, why are you stealing this from Iceland?
0:42:06 > 0:42:07Because I'm a bit broke.
0:42:07 > 0:42:14The reason I'm stopping you is because I believe you conceal items.
0:42:14 > 0:42:16What can be difficult is
0:42:16 > 0:42:18when see mothers come in with young children.
0:42:18 > 0:42:20And what I personally find very...
0:42:20 > 0:42:24not difficult, because you'll do it because you have to do it,
0:42:24 > 0:42:27um, is when you then have to take the mother
0:42:27 > 0:42:29and the child out to the back.
0:42:29 > 0:42:32And I think because I have a young son, you are terrified about
0:42:32 > 0:42:34what on earth does your child think is going on?
0:42:34 > 0:42:37And we deal with the mum and we get her out as quickly as possible.
0:42:37 > 0:42:38But we would not let it go,
0:42:38 > 0:42:42because she has stolen from us, she has no right to steal from us.
0:42:42 > 0:42:44She's got a couple of children and she's stealing,
0:42:44 > 0:42:47so when those children grow up and they steal,
0:42:47 > 0:42:53she can't turn round and say that, you know what, stop doing that.
0:42:53 > 0:42:55'Have you ever stolen?'
0:42:55 > 0:43:00Once I stole Chewits when I was about 10, 11 years old.
0:43:00 > 0:43:04And I stole it from round the corner from my house
0:43:04 > 0:43:08and I got a slipper from my mum - she, she caned me.
0:43:08 > 0:43:10After that I never stole again.
0:43:14 > 0:43:17'With the brief no longer to challenge but to reassure,
0:43:17 > 0:43:19'it's the final pitch for Karmarama.'
0:43:19 > 0:43:21THEY CHATTER
0:43:23 > 0:43:25'Impressed by their flair, Nick wants
0:43:25 > 0:43:29'to give them one last chance to win the autumn/Christmas campaign.'
0:43:29 > 0:43:32Where do you want us, Chloe? Usual office, please.
0:43:32 > 0:43:33'To deliver the comfort factor,
0:43:33 > 0:43:37'they're now thinking of signing up some familiar faces.'
0:43:37 > 0:43:39So the first idea we're calling, "Good food, great fun."
0:43:39 > 0:43:42This campaign features a fun chat show with surprised celebrities
0:43:42 > 0:43:46ringing the Iceland doorbell to be met by our host.
0:43:46 > 0:43:49We've written the script with Miranda Hart.
0:43:49 > 0:43:53Hold on. There she is.
0:43:53 > 0:43:56Look, laugh, yeah? Hey?
0:43:56 > 0:43:59Essentially, we give Miranda her very own chat show where various
0:43:59 > 0:44:03celebrities ring the doorbell and appear through the Iceland door.
0:44:03 > 0:44:06OK, lots of fun people usually laugh, you know.
0:44:06 > 0:44:08Tough audience. Don't worry, all right?
0:44:08 > 0:44:11It's like playing the working men's clubs up North, isn't it?
0:44:11 > 0:44:13Crikey, eh? Blimey.
0:44:13 > 0:44:17Oh, somebody take my mother, please.
0:44:17 > 0:44:18Right, come on.
0:44:18 > 0:44:19Next. Next.
0:44:19 > 0:44:22Look who it is, ladies and gentlemen.
0:44:22 > 0:44:25You know who that is, don't you? Kerry is back. Right.
0:44:25 > 0:44:28If I'm honest, it doesn't matter who we talk to,
0:44:28 > 0:44:32whether it's you or another agency or an incumbent agency such as Tom,
0:44:32 > 0:44:36when we go back to the core personality and core brand values,
0:44:36 > 0:44:40we always end up with the same work on the table.
0:44:40 > 0:44:42The point you make is a really interesting one,
0:44:42 > 0:44:46Nick, which is, if all roads keep leading back to the same
0:44:46 > 0:44:49sort of solutions, it either means that those solutions
0:44:49 > 0:44:52are absolutely right or we need to actually step back
0:44:52 > 0:44:55and think, "Is there a fundamentally different way in?"
0:44:55 > 0:44:58We'll get back to you next week. Thank you very much, gentlemen.
0:44:58 > 0:44:59Pleasure.
0:44:59 > 0:45:02They have a better understanding than anyone
0:45:02 > 0:45:05of their business, their customers and what they need to say.
0:45:05 > 0:45:09And it's just taking us a while getting up to speed with that.
0:45:09 > 0:45:13They're not the easiest clients to deal with, but nothing is ever
0:45:13 > 0:45:16as easy as you imagine it's going to be at the beginning of the journey.
0:45:23 > 0:45:26Here we are, Iceland, Chester. This store was built by Bejam
0:45:26 > 0:45:29and we acquired it when we took them over.
0:45:30 > 0:45:34Down the road from HQ in Chester, Malcolm's good red wine idea
0:45:34 > 0:45:36is already in store.
0:45:36 > 0:45:38So here we are - Good Red wine.
0:45:38 > 0:45:42Now the wine marketing board, whoever it is,
0:45:42 > 0:45:45who do have some authority, I understand,
0:45:45 > 0:45:47wouldn't let us call it Good Red Wine,
0:45:47 > 0:45:49cos that's making a claim.
0:45:49 > 0:45:52So we call it Good Red.
0:45:52 > 0:45:56Red wine. And I think it looks absolutely amazing.
0:45:56 > 0:45:58I mean, if you look at that for a label,
0:45:58 > 0:46:02why have all that bullshit on there, why not just call it what it is?
0:46:02 > 0:46:06Good White. We choose the best white and the best rose
0:46:06 > 0:46:10and we've called it just that - Good Red, Good White and Good Rose.
0:46:11 > 0:46:14The idea was we took all the other wine off sale
0:46:14 > 0:46:18and just filled it with three types of wine and it didn't sell.
0:46:18 > 0:46:21So that was a bit of a disaster.
0:46:21 > 0:46:24Now in this store, we've put the old wine back.
0:46:24 > 0:46:27So we've got Good Rose, Good White, Good Red
0:46:27 > 0:46:32and then we've got all the old wine back and the sales in this store
0:46:32 > 0:46:35are probably 15% up on wine, so it's working.
0:46:35 > 0:46:38So sometimes you've just to fiddle around and persevere
0:46:38 > 0:46:42and make a few tweaks and changes and eventually you get it right.
0:46:48 > 0:46:51With a tweaked version of his Michael Buble idea, Tom Reddy
0:46:51 > 0:46:56is back at HQ to meet Nick, and with him to pitch is his daughter Verity.
0:46:56 > 0:46:59So we're trying to show this can work, and we're saying,
0:46:59 > 0:47:03well, you want to go back to a bit of fun to become Iceland again.
0:47:03 > 0:47:06You want to have a bit of personality about it,
0:47:06 > 0:47:08you don't want to lose the food quality.
0:47:08 > 0:47:13You've got an optimistic Buble in autumn and then you've got a magical
0:47:13 > 0:47:19Christmas, so it doesn't sound brave but it sounds professional.
0:47:19 > 0:47:23And it'll be a nice, tested, bankable, safe, homogenous set of work.
0:47:23 > 0:47:26It's the right time to put these things back on the table
0:47:26 > 0:47:29and think to ourselves, "You know what? What is it that we need?"
0:47:29 > 0:47:32And Buble does a lot of what you talk about,
0:47:32 > 0:47:37and it's right up our street, as far as our customers are concerned.
0:47:37 > 0:47:40I think it has got a real charm about it, a real warmth.
0:47:43 > 0:47:45In a leafy suburb in Manchester,
0:47:45 > 0:47:47Iceland's new advert is being filmed.
0:47:49 > 0:47:51Tom Reddy has won the job.
0:47:53 > 0:47:57This is great for us cos it's a very competitive business.
0:47:57 > 0:48:00It's very satisfying to be trusted with the core piece.
0:48:01 > 0:48:06Generally, in my personal life I think the quickest way to end a war
0:48:06 > 0:48:07is to lose it, you know?
0:48:07 > 0:48:09I'd rather walk away from...
0:48:09 > 0:48:12So I'm not competitive in that sense, no.
0:48:14 > 0:48:18But, um, yes, I suppose you do get a bang out of it.
0:48:18 > 0:48:20DIRECTOR: Roll. And...action.
0:48:24 > 0:48:26It's quite a simple story really.
0:48:26 > 0:48:29This document says, "Romance, it's time we met."
0:48:31 > 0:48:35A little romance builds up between her
0:48:35 > 0:48:38and the Iceland delivery man.
0:48:38 > 0:48:40And so we're kind of courting
0:48:40 > 0:48:44the non-shopper through the medium of this little story.
0:48:47 > 0:48:50When you cast actors, you say,
0:48:50 > 0:48:56"Well, Iceland want to move up without moving out.
0:48:56 > 0:48:58The strategy is -
0:48:58 > 0:49:01two and a half million of these people are shopping at ASDA,
0:49:01 > 0:49:03they're shopping at Sainsburys,
0:49:03 > 0:49:06they're shopping at Waitrose.
0:49:06 > 0:49:08They should be shopping here.
0:49:11 > 0:49:13The relaunch is only a few weeks away.
0:49:13 > 0:49:17The risky ad campaign has been put on hold, but the marketing team
0:49:17 > 0:49:22have come up with something they hope will appeal to Malcolm.
0:49:22 > 0:49:23So, top tier.
0:49:23 > 0:49:25I like... Oh, it's a bit dark.
0:49:25 > 0:49:28I like Pub Grub, I'm not sure of Posh Grub.
0:49:28 > 0:49:31So Posh Grub went in as a wild card, really.
0:49:31 > 0:49:33Posh Grub, oh, I like that name.
0:49:33 > 0:49:34I like Posh Grub.
0:49:34 > 0:49:37You don't even know it's Iceland.
0:49:37 > 0:49:40Actually, if you did that and said it was Marks and Spencers you'd believe it.
0:49:40 > 0:49:41And what I don't like is this -
0:49:41 > 0:49:44I think it's complex, I don't think it's Iceland,
0:49:44 > 0:49:48I don't think you know it is and I'm not a fan of Posh Grub, I'm sorry.
0:49:48 > 0:49:49I love Posh Grub.
0:49:49 > 0:49:51THEY LAUGH
0:49:52 > 0:49:55You've just got to make sure they look different.
0:49:55 > 0:49:56Posh Grub.
0:49:57 > 0:50:00You can always change it in six months. Yeah.
0:50:00 > 0:50:02Refresh it.
0:50:05 > 0:50:06Very good.
0:50:06 > 0:50:11For now, Posh Grub offers a move upmarket, Malcolm-style.
0:50:12 > 0:50:14What's aspirational?
0:50:14 > 0:50:18We don't have Iceland Finest or a gourmet range.
0:50:18 > 0:50:24We're launching Posh Grub, so it's... aspirational to a point.
0:50:27 > 0:50:31Back in the Welsh Valleys, preparations are under way
0:50:31 > 0:50:32for a wedding.
0:50:35 > 0:50:38Anyone got tweezers, I can't find my tweezers anywhere.
0:50:38 > 0:50:41I haven't got none. I'm going to have bushy eyebrows!
0:50:41 > 0:50:43SHE LAUGHS
0:50:43 > 0:50:46With husband-to-be Mark getting ready at his brother's,
0:50:46 > 0:50:49Lisa has done a lot of the catering herself.
0:50:50 > 0:50:52I'm going to have lovely smelly hands.
0:50:56 > 0:50:58I just hope it all goes well now
0:50:58 > 0:51:01and the cooking's going to go down a treat, I'm hoping.
0:51:04 > 0:51:07We've done all these last night, all the cooking.
0:51:07 > 0:51:09How long did it take us? Three hours?
0:51:09 > 0:51:11Four. Four, was it?
0:51:11 > 0:51:15It was something like that. Filled jacket potatoes,
0:51:15 > 0:51:19chicken tikka this side and curry this side.
0:51:19 > 0:51:23We have got more spring rolls, loads.
0:51:27 > 0:51:29It smells lush.
0:51:29 > 0:51:32If I had my way I'd have a sneaky taste, but I can't.
0:51:36 > 0:51:40However you look at it, everybody in the UK has heard of Iceland.
0:51:40 > 0:51:44Half the population of the UK have been into one of our shops.
0:51:44 > 0:51:47CHEERING
0:51:47 > 0:51:50It's a wonderful feeling for me that I started the business
0:51:50 > 0:51:54with ?30, and now we have become part of the local community.
0:51:58 > 0:52:02You know, we're a blue-collar store for ordinary people.
0:52:02 > 0:52:04We're not Waitrose,
0:52:04 > 0:52:07so we accept what market we're in and we're very proud of it.
0:52:07 > 0:52:10'What about the naysayers? Do you think...?'
0:52:10 > 0:52:12We are not a health food company.
0:52:12 > 0:52:16My job isn't here to change the eating habits of the nation.
0:52:16 > 0:52:19We're here to sell products that people want to buy
0:52:19 > 0:52:21and to make a profit.
0:52:21 > 0:52:25And with that profit we can open more stores, create more jobs,
0:52:25 > 0:52:28pay more in tax, give more money to charity,
0:52:28 > 0:52:30but we have to make a profit.
0:52:30 > 0:52:36In the Valleys, we've been brought up, not in poverty, but in...
0:52:36 > 0:52:38We've been...
0:52:38 > 0:52:40We've struggled at times.
0:52:40 > 0:52:43Our parents never, ever let us go hungry.
0:52:44 > 0:52:46Never, ever let us go out of clothes.
0:52:47 > 0:52:51But this day and age, when you've got places like Iceland,
0:52:51 > 0:52:54what more do you want?
0:52:54 > 0:52:57And everybody ate the Iceland food, so that's one thing, ain't it?
0:52:57 > 0:53:00Yeah. The extra food went, whoof, gone.
0:53:01 > 0:53:05Back in London, Richard's been having luck drawing in more
0:53:05 > 0:53:07customers in Swiss Cottage.
0:53:07 > 0:53:09His small measures are paying off.
0:53:10 > 0:53:15I put PG Tips out front, A - because it's an amazing deal - ?4.25.
0:53:15 > 0:53:17To have that right at the front as quite a high-value item,
0:53:17 > 0:53:21will drive the basket spend which is what it's all about.
0:53:21 > 0:53:25Sales are flying at the moment, so in the last couple of weeks since
0:53:25 > 0:53:29we started making the changes round store, we've grown ourselves
0:53:29 > 0:53:31from 36, 37 to 41 last week
0:53:31 > 0:53:35and we're hoping for an even bigger week this week.
0:53:36 > 0:53:38So, yeah, we've done really well.
0:53:38 > 0:53:40Very happy.
0:53:40 > 0:53:43With the company's annual results just out,
0:53:43 > 0:53:45things are finally looking up.
0:53:46 > 0:53:50PR Consultant Keith thinks it's time for Malcolm to speak to the press.
0:53:52 > 0:53:54Do you ever get bored?
0:53:54 > 0:53:57LINE RINGS Is this The Grocer or Retail Week?
0:53:57 > 0:54:01Retail Week. We've fallen out with The Grocer, haven't we? No, we haven't.
0:54:01 > 0:54:03ON PHONE: Retail Week, Alex Wilson.
0:54:03 > 0:54:08Alex, Malcolm Walker. Hi, Malcolm, how are you?
0:54:08 > 0:54:11Oh, well, I look forward to seeing that...
0:54:11 > 0:54:12Well, we don't, but...
0:54:12 > 0:54:15On to a better subject now, Malcolm.
0:54:15 > 0:54:16How do you assess the year then?
0:54:16 > 0:54:19Spectacularly successful, considering everything that's happened.
0:54:19 > 0:54:22You know, our sales were a bit negative in the first half
0:54:22 > 0:54:26but we got our act together and the second half was really
0:54:26 > 0:54:28stunningly good until Horsegate,
0:54:28 > 0:54:31and then it just flattened off a bit.
0:54:31 > 0:54:32Yeah...
0:54:32 > 0:54:35We refreshed the advertising, you know, we just woke up
0:54:35 > 0:54:37and we're firing on all cylinders.
0:54:37 > 0:54:39I have to go. Cheers. OK.
0:54:40 > 0:54:44Well, he didn't sound bored. That's something, isn't it?
0:54:46 > 0:54:50Down in South Wales, Treorchy store manager Martin is working late.
0:54:50 > 0:54:52After nine months of planning,
0:54:52 > 0:54:54product development and marketing meetings,
0:54:54 > 0:54:58the big Iceland relaunch is finally happening.
0:54:58 > 0:55:02The good thing about Iceland
0:55:02 > 0:55:05We definitely try to cater for everybody.
0:55:06 > 0:55:08With Sandra's shoplifters under control,
0:55:08 > 0:55:12she's focusing on getting the new look right in Tooting.
0:55:12 > 0:55:17Tomorrow morning we have to open absolutely perfect.
0:55:17 > 0:55:19This is the final push now.
0:55:19 > 0:55:22So it's a nice big sign.
0:55:22 > 0:55:24Iceland never do anything subtle.
0:55:24 > 0:55:26'So do you think it'll work?'
0:55:26 > 0:55:29The re-branding? I think it will.
0:55:29 > 0:55:32I think we've always had our faithful customers
0:55:32 > 0:55:33that'll always come to us,
0:55:33 > 0:55:37but I think this will just draw in a few more curious customers.
0:55:37 > 0:55:39They'll be like, "Hmm, I didn't think Iceland was like that.
0:55:39 > 0:55:41"Let me and have a look and see what it's like."
0:55:41 > 0:55:44Then they'll come in and they'll be like, "Wow, great."
0:55:47 > 0:55:52'Have you experienced any doubts, Sandra?'
0:55:52 > 0:55:57I think if you do...you've already sort of lost, really.
0:55:57 > 0:56:00We may as well just keep going and see what happens.
0:56:02 > 0:56:05'After a year of highs and lows, Malcolm has invited all
0:56:05 > 0:56:10'his staff and their families to his place for a charity garden party.'
0:56:10 > 0:56:12Sandra, hello.
0:56:12 > 0:56:14Hello. You've come a long way.
0:56:14 > 0:56:16I have. Is this your house?
0:56:16 > 0:56:18Yeah. It's massive.
0:56:18 > 0:56:21Aren't you drinking? He can't multitask.
0:56:21 > 0:56:24Oh, you can't drink and look after the kids at the same time?
0:56:24 > 0:56:28It's an Iceland do, so I thought I'd better come along
0:56:28 > 0:56:31and see everyone having fun in the sunshine.
0:56:31 > 0:56:33It's most unusual that the sun is shining cos it's my birthday
0:56:33 > 0:56:37tomorrow and I can say with confidence its pissed with rain
0:56:37 > 0:56:40on or around my birthday every day for 59 years.
0:56:40 > 0:56:45And I can also say I've just lost my one-year-old son.
0:56:45 > 0:56:47Look up! Look up in the sky! Don't cover my eyes.
0:56:47 > 0:56:49This is not a proper company
0:56:49 > 0:56:52and he's not a proper boss. He's a one-off.
0:56:52 > 0:56:54I don't think he can ever be accused of being the sort of boss
0:56:54 > 0:56:57who'd ask you to do something that he's not prepared to do himself.
0:56:57 > 0:56:59If you do tandems, can I have a go?
0:57:00 > 0:57:03He is a maverick and Iceland has never been successful by being normal.
0:57:03 > 0:57:08You complicated my cheese label. Bloody pictures, more words.
0:57:08 > 0:57:11I am. Go back to your wine label, one of the reasons...
0:57:11 > 0:57:13You told me to take that picture off it.
0:57:15 > 0:57:19Mike, it's never like this when I'm cooking. I know that. I knew he was going to say that.
0:57:19 > 0:57:23The Iceland burgers, that's what it is. As soon as I put them on, that's what happens.
0:57:23 > 0:57:26It's never been easy. Every year there's been a crisis,
0:57:26 > 0:57:29there's competition, you think it's never been as bad
0:57:29 > 0:57:32but it has, it is and it always will be.
0:57:32 > 0:57:33This place is awesome.
0:57:33 > 0:57:39It's well kept but also quite natural
0:57:39 > 0:57:42I'm stressing about them damaging my lawn edge.
0:57:44 > 0:57:47When you're an entrepreneur you're never happy, you always want more.
0:57:47 > 0:57:48And I've come to the conclusion
0:57:48 > 0:57:53I never, ever want to retire, because I think when you retire, you die.
0:57:53 > 0:57:57You lose purpose. So. um, I'm just going to keep going for ever.
0:58:01 > 0:58:03Are you hungry to find out more?
0:58:03 > 0:58:06Join the Open University in exploring the changing face
0:58:06 > 0:58:10of the high street and discover what's in store for the future.
0:58:10 > 0:58:15Go to bbc.co.uk/freezer and follow the links to the Open University.
0:58:21 > 0:58:23Subtitles by Red Bee Media Ltd