Iceland Foods is the latest retailer to announce its Christmas advert, with a new campaign led by TV host Josie Gibson.

Launching Saturday (16 November), the four-part campaign will be built around the tagline ‘That’s why Santa goes to Iceland’ and aims to capture the traditional festive moments most valued by customers.

Gibson will showcase the supermarket’s Christmas products, including options like lobster thermidor, roast turkey, and festive sides, designed to cater to a range of celebrations throughout the season. 

Iceland chose not to run a Christmas advert last year to prioritise supporting customers amid the cost of living crisis. “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?” said executive chairman Richard Walker at the time.

“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.”

This year, with the return of a Christmas campaign, the retailer aims to showcase its offering of accessible festive food for all budgets, with Walker highlighting the brand’s focus on value. “It’s the perfect time for Iceland to return to Christmas TV. Josie has been a fantastic brand ambassador for us this year, loved by colleagues and customers alike.

“This year’s ad, much like our Christmas range, delivers quality and value to help our customers celebrate this magical time of year. After all, that’s why Santa goes to Iceland.”

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