The holiday season is upon us and Iceland needs to increase it's sales. The company tries to find new, exciting, foods while staff are motivated to work harder for the customer. New year brings a crisis for Iceland's supply of beefburgers and the CEO must take action.
The supermarket's boardroom deals with the fallout from the horsemeat scandal and the CEO, Malcolm, hopes his plain speaking will get the company out of hot water. This strategy backfires badly, leaving the company's long-suffering PR expert, to deal with an inbox full of imaginatively-written complaints. Despite the uncertainty, Malcolm's pressing ahead with opening a new store in the former mining town of Treorchy in Wales.
CEO Malcolm Walker is concerned the horsemeat scandal has tarnished the company's image and cost millions in sales. He is relaunching the business and needs a game-changing TV advert. Septuagenarian Iceland ad veteran, Tom - the mastermind behind Iceland's memorable Kerry Katona ads - is pitching against a trendy London advertising agency pitching. Who will get the green light to go ahead with the next campaign? Meanwhile, Iceland's Head of Security Duncan is working on an instructional video to stop shoplifters. Tooting store manager Sandra is on the hunt to find the thief who's stealing her salmon fillets at 9.30 every morning. Malcolm's only son Richard is cutting his teeth on the shop floor in Swiss Cottage and customers Mark and Lisa from Wales are catering their upcoming wedding with Iceland food, on a budget of £1.75 a head.
