Iceland boss Malcom Walker has dismissed speculation that the frozen food specialist has effected a strategic u-turn and embarked on a high:low pricing campaign. The speculation was prompted by a new, low budget TV ad focusing on deep price cuts on brands rather than Iceland's traditional multibuy activity. The ads echo the leaflets being put out by high:low practitioners Safeway and Somerfield. But Walker insisted they were temporary ads designed to fill a three week gap between the ending of its Penguins' campaign and new Christmas activity. "We just cobbled together the deal ad to fill the gap and will do it again in January. I thought it was quite strong ­ but the deals are not different." Walker also said although Iceland changed its advertising style every year, it had not yet decided on its campaign for 2001. {{NEWS }}