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Press Release - Innovative loyalty programme Ice signs Mastercard® for UK deal

  • Customers with a Mastercard credit card can spend and collect points at all UK participating retailers
  • Ice is a loyalty scheme that sits on top of existing rewards programmes on their card
  • Ice only partners with environmentally-conscious retailers
  • Partners include Mitchells & Butlers, GoApe, DFDS, River Cottage,,, JoJo Maman Bébé


4th December 2017 – Innovative customer loyalty programme Ice® has announced a new rewards platform for Mastercard® card holders,  to offer innovative benefits to all Mastercard credit card holders at participating retailers, whichever bank has issued the card.

The Ice rewards programme runs in addition to any rewards customers already receive on their credit card, giving customers twice the opportunity to get rewards for purchases.

The Ice programme, run by former AirMiles MD Jude Thorne, will allow Mastercard credit card holders to earn points automatically at partner retailers. The customer can then choose to collect the points or spend them at any partner retailer they choose.

All a customer needs to do is to register a Mastercard credit card from any card-issuing bank with Ice and they can start collecting and spending points with nearly 2000 in-store locations and online stores.

Once customers sign up they are automatically included for all offers. There are no spend limitations and the customer will be eligible for any offers with all future retailers that partner with Ice.

Current brands signed up to Ice include Mitchells & Butlers (inclusive of the Harvester, Toby Carvery, All Bar One, Nicholsons, and O’Neills brands), outdoor adventure company GoApe, and River Cottage and JoJo Maman Bébé. Travel partners include and, as well as leading ferry operator DFDS.

Ice also supports smaller brands such as Beyond Skin, Komodo, Cred Jewellery, Elvis & Kresse and Rêve En Vert.

Jude Thorne, who previously led AirMiles before founding Ice, said; “We want to position Ice as a breath of fresh-air in a crowded and confusing market. We’ve made it simple for our users to sign-up their Mastercard credit card and earn and spend points wherever and whenever they like.

Traditional loyalty schemes restrict how much and where the customer can spend their points. With Ice, our customers are free to use a few points to get a bit off their shopping or a lot to get it for nothing.”

All retailers are assessed by an Ice Chartered Environmentalist who selects those with environmentally conscious business models, which means customers get rewarded for choosing retailers that are committed to acting sustainably.

Jamie Samaha, Head of Mastercard Loyalty Solutions, Europe, said; “By utiltising Mastercard’s Card Linked Services, Ice can bring this innovative loyalty programme to Mastercard card holders.  Following registering with Ice, cardholders can receive an extra layer of reward on top of any existing benefits they are already receiving, whilst at the same time spending at some of the UK’s most environmentally-conscious retailers.”

 Ice is available for all Mastercard credit card holders who sign-up at

About Ice

Ice is a flexible, fair rewards programme that gives customers generous discounts off great brands - from big high street names to specialist stores and services. It is free to join and use as there are no hidden charges, no minimum spend and no catches.

Ice partners with companies who are doing their best for the environment. An Ice Chartered Environmentalist checks retailer’s sustainability credentials before a potential partnership, meaning every time customers shop they get a fantastic deal while doing their bit for the environment.  Ice test-launched in 2011 and already has over 180,000 customers in the UK. Ice already has a loyal following in its online and farm shop programme, but this new platform with Mastercard means it is easy for new retailers and customers to benefit from the loyalty scheme.

Ice is led by Jude Thorne, CEO. She has 24 years experience in customer relationship management, customer loyalty, marketing and branding. She held a number of senior positions in top agencies, including Group Account Director of WWAV, Director of RSA and Client Services Director of DDM, before joining AirMiles in 1994, initially as Marketing Director and then as MD, Jude changed the platform for customer relationships, creating centralised accounts and focusing on customer and client communications and service. The creation of new products and services underpinned the company’s economic turnaround and by the time Jude left AirMiles at the end of 2000, the company had increased profits to £27.2 million, making it the most profitable BA Worldwide subsidiary at the time.

List of current Ice Retailer Partners 

Mitchells & Butlers
Toby Carvery
Browns Brasserie & Bar
All Bar One
Miller & Carter
Sizzling Pubs
Ember Inns
Stonehouse Pizza & Carvery
Castle Pubs
Premium Country Pubs
Oak Tree Pubs
Vintage Inns

Cred Jewellery
JoJo Maman Bébé
River Cottage
Principal Hotel Company
Beyond Skin
Elvis & Kresse
Rêve En Vert
Stay Original Co.
The Solar Centre
Beaumont Organic

Find the perfect gift this Father’s Day

There are all different types of dads out there and at John Lewis you can be sure to find the perfect gift to make yours feel special this Father’s Day. For the foodie dad, the modern man, the well-groomed and the techie dad, the John Lewis gift finder will help you find thoughtful presents your dad will love.

Shopping for your dad has never been so simple, or rewarding, whether you choose to get him something a little different, like a gift experience for zorbing or skydiving, or whether you choose to stick to the classics like luxury chocolates & fine whiskey. You’ll be sure to find him the gift he deserves and when you order online at John Lewis, you’ll also get free Ice points for yourself.

The Ice Organisation appoints Michael Baulk as Chairman

The Ice Organisation is pleased to announce Michael Baulk as company Chairman. Former Group Chairman in and Chief Officer of the UK’s largest advertising agency in the AMV BBDO, Michael will be bringing with him his wealth of media and advertising experience.

After joining Ogilvy and Mather in 1971, Michael became Managing Director in 1980 and was appointed to the worldwide board in 1983. He joined Abbott Mead Vickers as Chief Executive and became Group Chief Executive of AMV plc in 1997, in 1999 he was appointed Chairman of BBDO EMEA. Michael sat on both the Worldwide Board and the European Board of BBDO and was a non-executive Director of Debenhams and RHM.  Michael was Chairman of The Mill Group, the world’s leading film visual effects company, for ten years.  He has worked with clients including American Express, Ford, Shell, BT, PepsiCo, Sainsbury’s and Volvo.

Michael is also currently Chairman of Marsh & Parsons (Prime London Estate Agent).

CEO, Jude Thorne said “Michael is an acknowledged expert in consumer brand development and advertising and we are delighted to have him on board as Chairman of Ice to help us roll out the Ice programme to the mass market”. 

Make your mum feel special this Mother's Day

We all take our mum’s for granted, but Mother’s Day is the one day to remind our mums, and ourselves, just how special they are.

With our lives busier than ever, we don’t really take time out to say thanks and even with Mother’s Day right around the corner, (Sunday 26th March in case you’re wondering) we often scramble around for a last minute gift.

With our hectic schedules in mind, we think that Marks and Spencer really have got it covered this year, and are our go to choice for everything mum.

A fabulous bunch of flowers never fail to disappoint, so take out the stress and get the perfect bouquet delivered direct to your mum’s door. With over 70 varieties available to suit every budget, plus free delivery from 21st-28th March, you can guarantee that they arrive on time and looking fresh! As a little bonus, M&S are also offering free chocolates on selected flowers for a limited time too.

If you want to go the extra mile this year, but are struggling for ideas, you’ll find plenty more options that will be sure to impress, including luxe pj’s, beauty gift sets, jewellery and sweet treats.

Shopping for your mum has never been so simple, or rewarding, when you order online at M&S for your mum you’ll also get free Ice points for yourself. Points on presents?! We won’t tell, mum’s the word.

Shop your Mother’s Day gifts at M&S here.

Spring into the new season with Ice

Spring is the perfect time to revamp your home. Whether you’re looking to redecorate or make a few simple updates, it’s time for a change.

 A beautiful home can enhance your life, and that’s why every season John Lewis collaborates with exciting designers and brands to bring you exclusive furniture and accessories you won’t find anywhere else.

Get organising

There’s something quite satisfying about storage, hiding away all your clutter with nifty space saving solutions: storage boxes, shoe organisers, draw units and hanging racks.

Future-proof furniture

Furniture can transform any room , adding a new console table or replacing your sofas creates an instant update without the hassle of redecorating. Whatever your home style; modern country, boutique hotel, coastal or city apartment, you’ll find timeless pieces at John Lewis.

Accent all areas

Small updates make a big difference and statement accessories  are a great cost effective way to perk up your home. Bold cushions and throws make instant impact to your sofa or bed, whilst a new mirror or print will fill any blank wall space. 

If you’re feeling inspired, don’t forget that when you shop with John Lewis online via, you always collect and spend Ice points, on top of any other sales or promotions. With their commitment to never knowingly being undersold, you can be sure that you're getting the best price on quality pieces for your home.