Iceland AXES its Christmas TV advert: Supermarket's 'no brainer' move to plunge ... trends now
Iceland has cancelled Christmas TV ads with a claim it intends to spend the millions of pounds it will save on curbing prices.
The boss of the budget chain says the decision was 'no brainer' given the cost of living squeeze and its impact on struggling customers.
The move is in sharp contrast to rivals, ranging from discounters such as Aldi and Lidl through to the mainstream supermarkets, Marks & Spencer and John Lewis who are estimated to be spending an astonishing £9.5 billion between them on lavish festive marketing campaigns, often involving celebrities.
Iceland's executive chairman, Richard Walker, explained the decision not to release a Christmas TV ad, saying: 'As a business we were faced with a decision. Do we spend millions creating and sharing a TV advert or do we invest the money supporting our customers during the cost-of-living crisis?
'This was a no brainer for us. I am grateful that as a family-run company, we can make the decisions we believe are right for our business and our customers.'
Last year, Iceland's TV commercial featured the Slade frontman Noddy Holder (pictured)
John Lewis' 2023 Christmas Advert features a wannabe Christmas tree named Snapper
Last year, Iceland's TV commercial featured the Slade frontman Noddy Holder and actor Brian Blessed, while the year before they offered a spoof of a John Lewis commercial featuring an alien crash landing on earth at Christmas.
The retailer has released consumer research which it said demonstrated shoppers would prefer retailers use their millions to support struggling customers rather than on glitzy commercials and social media.
The study found two in three - 65 per cent - agree supermarkets should do more to support customers this Christmas.
It also found 64 per cent want supermarkets to offer discounts and offers, and 40 per cent believe bonus card/saving point schemes will help relieve the seasons financial pressures.
Mr Walker said: 'We have