Iceland reintroduces its Christmas advert this year, spotlighting genuine festive experiences.
Iceland has decided to reintroduce its Christmas advert for the current year, marking a significant shift from their decision in 2023 when the advert was omitted to support customers during the cost-of-living crisis. The newest campaign, which will be aired on television from 16 November, centres on celebrating ‘real’ Christmas moments with families. It creatively communicates these themes through four unique storylines, highlighting not only the importance of cherished festive foods but also the joy and communal spirit that define the holiday season.
Josie Gibson, the recently appointed ambassador, stars in these adverts, adding a fresh face to the campaign. Her involvement has been positively received, with Richard Walker, Iceland’s Executive Chairman, noting her popularity amongst both colleagues and customers. He stated, ‘It’s the perfect time for Iceland to return to Christmas TV. Josie has been a fantastic brand ambassador for us this year, loved by colleagues and customers alike.’ This indicates the alignment of the advertisement’s themes with the public’s current needs and aspirations.
The campaign cleverly incorporates a twist on the supermarket’s famous tagline, adapting it to read, ‘That’s why Santa goes to Iceland,’ which underscores the festive spirit and unique appeal of the supermarket’s Christmas offering. This change follows Iceland’s recent decision to retire the word ‘mums’ from its slogan in favour of a more inclusive ‘That’s why we go to Iceland,’ aiming to reflect its diversifying customer base.
This revived advert strategy reflects a broader trend among UK supermarkets, where several retail giants have launched their Christmas campaigns recently. This includes notable efforts by Tesco with their gingerbread-centric advert encouraging shoppers to ‘feed your Christmas spirit,’ complemented by a new charity initiative. These campaigns collectively illustrate the competitive, yet festive atmosphere within the UK retail sector as Christmas approaches.
Iceland’s return to Christmas advertising, with Josie Gibson at the forefront, captures the essence of genuine festive moments, aligning with the broader seasonal marketing trends among UK retailers.
