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.
For a full round of all the big supermarkets festive ads visit here: