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Iceland cancels Christmas ad to invest in ‘supporting customers’


Iceland will not release a Christmas TV ad this year – the supermarket said it would instead invest in supporting customers during the cost-of-living crisis.

Chairman Richard Walker said in a statement: “As a business we were faced with a decision. Do we spend millions creating and sharing a TV advert or do we invest the money supporting our customers during the cost-of-living crisis?

“This was a no brainer for us. I am grateful that as a family-run company, we can make the decisions we believe are right for our business and our customers.”

Walker also repeated his “no brainer” assessment in a post on Twitter (X).

Walker said that instead of investing in an expensive Christmas ad, the chain would invest in “keeping prices low” for customers through initiatives such as its Christmas Bonus Cards Saving scheme, which gives shoppers £15 back when they top up £100, as well as deals such as a turkey roast dinner bundle for 8-10 people for just £30. The frozen food specialist has also slashed prices on over 1,000 household staples and expanded its £1 value range.

Last year’s Iceland Christmas ad, which was written by Meanwhile and produced by Chief and Iceland’s in-house studio., saw former Slade frontman forced to put his famous festive cry of “It’s Chriiiiiiiiistmas” on hold until the unseasonal Qatar World Cup had ended.

In contrast with North Wales-based Iceland, many supermarkets this year have invested heavily in celebrity endorsements this year after a relatively muted 2022 due to the cost-of-living crisis and soaring energy bills.

A record £9.5bn is expected to be spent by advertisers this Christmas, according to new data released by the Advertising Association and WARC. Michael Bublé features in Asda’s Christmas advert, while Rick Astley is the face of the Sainsbury’s campaign. M&S Food, meanwhile, has brought in Wrexham AFC’s Hollywood owners Ryan Reynolds and Rob McElhenney.

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