Iceland has chosen not to release a Christmas TV and will instead invest in supporting customers during the cost-of-living crisis.
In a statement to Grocery Gazette, executive chairman Richard Walker said: “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 said that it chosen to 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.
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Last year, Iceland’s Christmas ad featured Noddy Holder.
Walker’s announcement comes as the supermarkets have signed up some superstars to star in their Christmas ads.
Asda has enlisted Michael Bublé for its campaign, whilst M&S Food has brought in Hollywood actors, and Wrexham football club owners Ryan Reynolds and Rob McElhenney.
For a full round of all the big supermarkets festive ads visit here:
1 Comment. Leave new
Iceland give back what a Joke!! 🤣 I saved well over the £100 on my bonus card to receive £15 back. I didn’t receive it so messaged them and their excuse is that I can’t have it as I haven’t shopped with them this year. I told them that I only use my card once a year to spend the money I’ve collected throughout the year that i top up online also that I shop In my local Range that has an iceland inside that doesn’t except the bonus card