Iceland Summer Cheer campaign granted additional £1m; how to claim your £30 voucher in London?

Iceland’s Summer Cheer campaign sees an additional £1m granted.

<p>Iceland is aiming to provide customers with credit to help manage the cost of living crisis (image: Adobe)</p>

Iceland is aiming to provide customers with credit to help manage the cost of living crisis (image: Adobe)

The success of Iceland’s Summer Cheer campaign, aimed at helping vulnerable pensioners in some of the most financially stricken areas of the country including Lambeth and Croydon, has now led to additional funding received for the initiative.

The Rothesay Foundation, the UK’s largest specialist pension insurer, has agreed to an additional £1 million in funding, allowing for a further 80,000 eligible pensioners to receive aid.

This additional funding matches the original £1 million pounds that The Rothesay Foundation gave to the campaign, run in conjunction with Iceland and Age UK.

The Summer Cheer campaign comes in addition to the weekly over 60s discount across all Iceland stores, which provides customers with a 10% discount every Tuesday and the campaign will continue until September 16 2022.

What is the Summer Cheer campaign?

Iceland boss Richard Walker called on government and the private sector to increase cost of living support (image: PA)

The ‘Summer Cheer’ campaign is taking place in select areas of the UK identified high areas of need, giving local pension-age residents who are living independently, or with a carer, who rely solely on a state pension and benefits a £30 voucher for food and other essentials

The initiative was trialled last December with the Lambeth Winter Cheer campaign, which helped almost 2,000 people in need over the Christmas holiday

Along with the vouchers, the campaign will also provide Age UK’s information guide on financial advice following research showing that, despite record levels of poverty, over 770,000 pensioner households are still missing out on Pension Credit payments - worth £1.5 billion every year.

If pensioners qualify for a £30 voucher with the Rothesay Foundation, the over 60’s discount can also be used in conjunction with this.

How do I claim my £30 voucher?

Pensioners will qualify for the voucher if they are of pension age and are either living independently or with a carer, and relying solely on state pensions and benefits.

Eligible pensioners should call the Summer Cheer hotline on 0800 098 7877 to request their voucher.

The telephone line will be open from 9am to 5pm, Monday to Friday

Where else can I use the vouchers?

The Summer Cheer campaign has also been rolled out across Iceland stores in the following locations:

  • Glasgow
  • Strathclyde
  • Greater Manchester
  • Liverpool
  • Wirral
  • Newcastle North
  • Sunderland
  • Birmingham
  • West Midlands
  • Glamorgan
  • Newport
  • North Wales
  • Lambeth
  • Croydon

To find out if your local Iceland store accepts these vouchers, you can visit the Iceland website and use their postcode checker.

Where is my nearest Iceland?

The Summer Cheer campaign vouchers can be used in the following Iceland stores in London:



  • Lower Marsh: 112/113 Lower Marsh, Waterloo, London SE1 7AE
  • Elephant and Castle: Unit 300/304, Elephant and Castle Centre, London SE1 6TB
  • Walworth Road: 332/334 Walworth Road, Southwark, London SE17 2NA
  • Camberwell: 120/132 Camberwell Road, Camberwell, London SE5 0EE
  • Stockwell: 314/318 Clapham Road, Stockwell, London SW9 9AE



  • Croydon: 29/30 Surrey Street, Croydon, Surrey CR0 1RG
  • Thornton Heath: 52 Brigstock Road, Thornton Heath, Surrey CR7 8RX
  • Norbury: 1372 London Road, Norbury, London SW16 4DE
  • Wallington: 84 Woodcote Road, Wallington, Surrey SM6 0LY
  • Selsdon: 206 Addington Road, Selsdon CR2 8LD

Who is The Rothesay Foundation?

The Rothesay Foundation was established in 2019 by Rothesay, the UK’s largest specialist pension insurer. The Foundation’s mission is to help secure and improve the quality of life of older people in need in the UK, enabling them to live their lives in a happy, safe and fulfilling way.

The Foundation partners with charities and other organisations to make this possible, helping them to deliver their vital work in this area.

More information on The Rothesay Foundation can be found on their website.