Iceland reintroduces its Christmas advert to spotlight genuine festive experiences.
- The adverts, airing from 16 November, feature Josie Gibson as the frozen food specialist’s new ambassador.
- Iceland places emphasis on family-centric festive moments, showcasing must-have foods and joy of togetherness.
- Amidst cost-of-living challenges, Iceland returns to television advertising after a year-long hiatus.
- Supermarkets, including Tesco, launch festive adverts, ramping up the Christmas spirit across the UK.
Iceland has once again ventured into the realm of Christmas advertising, focusing on the celebration of authentic festive moments. From 16 November, television viewers will be treated to a series of four adverts featuring the well-known television personality, Josie Gibson, who has taken on the role of Iceland’s ambassador. These adverts depict narratives that revolve around cherished family traditions, emphasising the significance of must-have festive foods and the joy of holiday gatherings.
The decision to return to the small screen comes after the supermarket opted out of television advertising in the previous year. This choice was made in consideration of the ongoing cost-of-living crisis, reflecting the company’s commitment to supporting its customer base during challenging financial times. According to Richard Walker, Iceland’s executive chairman, the reintroduction of the advert aligns perfectly with the current season. He stated that Josie Gibson has been a remarkable ambassador, resonating well with both colleagues and customers.
An interesting element of this year’s campaign is the adaptation of Iceland’s traditional tagline. The slogan has undergone a transformation, focusing on inclusivity by replacing ‘mums’ with ‘we’, a move indicative of the supermarket’s diverse customer demographic. This change is in line with the broader trend of UK supermarkets, such as Tesco, innovating their Christmas marketing strategies. Tesco, for instance, has launched an advert that not only aims to uplift the Christmas spirit but also to promote a charitable donation drive.
The festive advertising scene is indeed a crowded one this year, as several supermarkets have unveiled their themed campaigns. However, Iceland’s approach is distinct in its dedication to highlighting real family interactions and the elements that make the holiday season special. By juxtaposing genuine festive moments with their offerings, Iceland strengthens its brand as one that prioritises quality and value for its consumers. This strategic move not only reiterates their renowned quality but also echoes the familial warmth that Christmas embodies.
Iceland’s return to Christmas advertising marks a thoughtful acknowledgement of both tradition and inclusivity, resonating with diverse audiences.
