Iceland ditch the Christmas advert to provide value to its consumer
Iceland has chosen not to produce a Christmas ad this year, with the company’s executive chair claiming the business has instead opted to invest the money into value for its consumer.
Richard Walker took to X (f0rmerly known to Twitter) this week to communicate the company’s decision.
“Rather than spend millions creating and sharing a TV ad, we chose to invest the money supporting our customers during the cost-of-living crisis,” he wrote, calling it a “no-brainer”.
According to consumer research conducted by Iceland, the evidence suggests that consumers in vicarious experience doesn’t want advertisements. The results of the research suggest that consumers are becoming more critical of advertising and are looking for ethical and sustainable brands.
This festive season Iceland is giving its customers who top-up £100 on its ‘Bonus Card’ a free £15 to spend in the run up to Christmas.
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