Read our new manifesto

Start 2021 with fresh ideas
and practical tips on...

CUSTOMER EXPERIENCE

BRAND SAFETY

GAMING AND ENTERTAINMENT

SOCIAL MEDIA

CTV AND OTT

CUSTOMER RETENTION

DATA AND IDENTITY

PURPOSEFUL MARKETING

WATCH ON DEMAND FROM 25 Jan 2021
Banner BGBanner BG

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.

This comes as the brand continues its sponsorship of I’m a Celebrity.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis