A popular supermarket has made headlines by deciding not to release a Christmas advert this year, a move it has called a "no-brainer." While other big brands have already launched their festive campaigns, Iceland has chosen to invest in keeping prices low for customers instead.
Putting customers first
Richard Walker, executive chairman of Iceland Foods, explained the decision: "As a business, we were faced with a choice: Do we spend millions on creating and sharing a TV advert, or do we use that money to support our customers during the cost-of-living crisis? For us, this was an easy decision. As a family-run company, we have the freedom to do what we believe is right for our business and our customers."
Support from shoppers
Many shoppers have praised Iceland's decision, taking to social media to express their support. One customer tweeted, "Brilliant idea. Definitely seeing the impact of prices getting lower at our store." Another added, "I wish more companies took this approach." While there are some who disagree, saying they enjoy Christmas adverts as they cheer them up, the majority seem to appreciate Iceland's focus on helping those in need.
The cost of Christmas ads
Christmas advertising campaigns can be extremely expensive for retailers. The cost includes everything from concept development and filming to hiring actors, securing locations, and editing the final product. This year, many ads feature well-known celebrities, such as Hannah Waddingham, Sophie Ellis Bextor, Ryan Reynolds, and Graham Norton. John Lewis, for example, is rumored to have spent up to £6 million on previous adverts, although the exact amount has never been disclosed.
Iceland's memorable campaigns
Last year, Iceland's Christmas ad featured Slade's Noddy Holder and was voiced by Brian Blessed. The ad began with Holder belting out his famous "it's Christmas" line from Slade's hit "Merry Xmas Everybody." In the past, Iceland has also featured popular characters from Disney's Frozen and an orangutan in their Christmas campaigns. This year, Iceland has unveiled its Christmas 2023 range, which includes a pigs in blanket toastie and festive tree lollies.
Overall, Iceland's decision to forgo a Christmas advert this year has sparked a debate among shoppers. While some enjoy the festive commercials, others appreciate the supermarket's focus on providing affordable prices during a challenging time.
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