Supermarket chain Iceland has announced it will not produce a Christmas television advert this year, instead redirecting funds to help customers struggling with rising food prices.
Richard Walker, the managing director of Iceland, said the decision was a “no-brainer” during the cost of living crisis. In a post on social media platform X, he explained that the company chose to invest the money in supporting its customers rather than spending millions on a TV ad.
The move comes as many households continue to face financial pressures from increased food costs. Last year, several retailers toned down their festive campaigns amid concerns that traditional adverts were out of touch. This year, however, many supermarkets have invested heavily in celebrity-fronted adverts, including Michael Bublé for Asda and Rick Astley for Sainsbury’s.
Iceland’s 2023 Christmas advert featured actor Brian Blessed and Noddy Holder of the band Slade. The company, headquartered in Flintshire, has not yet detailed how the saved funds will be used to support customers.
Overall, UK advertisers are expected to spend a record £9.5bn during the festive season, according to data from the Advertising Association and World Advertising Research Centre.
