Iceland reintroduces its Christmas advert this year, centring on authentic festive experiences.
Iceland has unveiled its Christmas campaign for the current year, resuming the tradition after foregoing it last year. This decision was influenced by a desire to alleviate the financial burden on customers during a challenging economic climate. This year, however, the advert returns with a renewed focus on what makes Christmas special—genuine moments shared with family and friends.
From 16 November, these adverts will be broadcast on television, featuring Iceland’s latest ambassador, Josie Gibson. Known widely for her approachable persona, Gibson showcases four distinct narratives highlighting diverse Christmas experiences. These stories range from the anticipation of festive delicacies to the sheer joy of communal celebration. The campaign aims to resonate with everyday people by capturing the essence of what Christmas truly represents.
The tagline sees a playful adaptation, ending with the phrase: ‘That’s why Santa goes to Iceland’. This clever twist maintains brand recognition while adapting to a broader audience. Earlier in the year, Iceland made a strategic alteration to its slogan, moving from ‘That’s why mums go to Iceland’ to a more inclusive ‘That’s why we go to Iceland’, reflecting its expanding customer demographic.
Richard Walker, Iceland’s executive chairman, affirmed the timely release of the advert, noting the positive reception of Josie Gibson as a representative. He remarked on the brand’s commitment to providing quality and affordability, particularly during the festive period, an ethos encapsulated in their tagline adjustment.
Simultaneously, other UK supermarkets have also launched their seasonal campaigns, with major players like Tesco entering the scene with creative festive content. This seasonal wave of adverts marks the official countdown to Christmas within the retail industry, each vying to capture the festive spirit and consumer attention.
Iceland’s renewed Christmas campaign underscores the importance of genuine festive celebrations, aligning with their ethos of inclusivity and value.
