They need to tell the world

One has to commend food retailer Iceland for the integrity of their products.

I was amazed to read that their own-brand food has no additives, no MSG, no GM ingredients, no mechanically recovered meat, no trans fats, no horsemeat etc.

And yet all their advertising seems to focus on how cheap the products are.

I would guess that they do the marketing in-house (and get it right) but give the ad campaigns to an advertising agency who are full of idiots.

These are ethical products.

They need to tell the world about them.

Not hide them away in an A5 three-colour text-and-logo flyer.