Iceland invites public to enter a ‘world of pure imagination’ in Christmas ad – while ditching the ‘that’s why mums go to Iceland’ strapline

Iceland has unveiled its Christmas ad, set to a song made famous by film Willy Wonka and the Chocolate Factory, but scrapping its famous ‘that’s why mums go to Iceland’ strapline.

The frozen-food supermarket has joined the likes of Asda and M&S by cutting out celebrities from its ad, instead focussing on a young girl skipping through a world of food.