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Iceland releases Christmas advert after waiting “until it’s actually Christmas”

Iceland has released details of its main festive advert and in-store seasonal décor after waiting “until it’s actually Christmas”.

FOOD & DRINK

Iceland releases Christmas advert after waiting “until it’s actually Christmas”

Iceland has released details of its main festive advert and in-store seasonal décor after waiting “until it’s actually Christmas”.

The supermarket said it decided on the move after its shoppers reported a growing frustration with Christmas advertising and in-store activity “months” before the big day.

The advert will premiere on Iceland's social channels at 12pm today before launching on TV screens tomorrow morning.

Iceland’s family oriented offering is its first celebrity free Christmas advert since it made the decision to part ways with its ambassador Peter Andre in May as it looked to switch its focus to real families in its campaigns. The 60 second clip, which was created by London based ad agency Karmarama, follows Nick and Sarah Claus being greeted with a surprise Christmas delivery from Iceland.

Nick Canning, Iceland joint managing director said: “The feedback from our shoppers was that no one wants to see a Christmas advert at the start of November. They want to enjoy the Autumn and save the festivities until nearer the big day to avoid Christmas fatigue, so we’ve listened to them and taken the bold move to put our ad out and Christmas decorations up later."

He added: "Our sales from last year showed that 56% of our Christmas transactions don’t take place until December itself anyway, so why hassle our customers for months beforehand?”

Iceland said the campaign will have a more social media focused roll out than in previous years with the main advert’s premiere being followed by additional activity on the retailer’s social channels.

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