Iceland's 'mature, romantic' Christmas ad to focus on product quality

  • Print
  • Share
  • Comments (3)
  • Save

Video:

Iceland Christmas ad 2013

Iceland is leaving its famous Kerry Katona- style advertising style behind it in a bid to portray a ‘classier’ image.

The frozen discounter is gearing up to launch its key Christmas ad campaign on 7 November. It will continue from last month’s new creative, the story of lovebirds Ben, an Iceland delivery man, and Gemma, who are hosting a Christmas party together.

Set to a soundtrack of Michael Bublé’s cover of ‘Jingle Bells’, the 40-second advert will include the men taking part in a meat carving competition and the women ‘indulging’ in desserts. It will be accompanied by three separate 20-second ads each focused on party food, frozen meat joints and desserts.

“The days of Kerry Katona are behind us and we feel this year’s mature romance, plus the appeal of Michael Bublé, gives us a real class and mainstream appeal reflecting a bigger focus on product quality,” said Nick Canning, Iceland’s executive director for people.

“We are trading ahead of this time last year where sales were flat and expect a big momentum push through October to January.”

With Marks & Spencer set to debut frozen ready meals next year, Canning insisted the introduction of Iceland’s new Posh Grub range wasn’t a move into premium.

“While it is certainly our most expensive range, we are definitely not occupying the premium space with Posh Grub and more looking to show our customers that we offer the best quality on budget frozen lines.”

Canning said 65% of this year’s Christmas party food range will be new - including Fish, Chip and Mushy Pea stacks - and the retailer will look to take on 3,150 more temporary staff to cope with rising demand.

Iceland hit a 12-year market share high of 2.2% for Christmas 2012, with total sales up 5% over November and December.

Readers' comments (3)

  • Great Iceland Advert, both Christmas and the meeting. Please can anyone tell me who the new Man is in the advert.

    Thanks

    Unsuitable or offensive? Report this comment

  • The new man in the advert is my son!
    As far as I am concerned I hope the romance continues like the coffee advert some years ago.so remember the new man is Oliver Smit.

    Unsuitable or offensive? Report this comment

  • who is new Dad in the Iceland ad....silver fox or what?!!

    Unsuitable or offensive? Report this comment

Have your say

Please add your comment. Remember that submission of comments is governed by our Terms and Conditions. You can include links, but HTML is not permitted.

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comments (3)
  • Save

Grocer jobs Experts in FMCG

Search jobs
Sign in

Newsletter sign-up

I wish to receive the following newsletters:

Subscriber only alerts:

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers