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Iceland aims to avoid 'Christmas fatigue' after holding its winter ad back until December

Iceland has released its first Christmas campaign without a celebrity later than other retailers in an effort to avoid 'festive fatigue'.

The frozen food retailer's ad this year, created by Karmarama, centres around Christmas-aholics Nick and Sarah Clause who celebrate the festive holiday all year around and are given a surprise delivery of frozen food.

Iceland chose to hold the campaign back until 1 December rather than release during November when most other retailers begin their Christmas advertising as it believes that consumers are sick of seeing big budget adverts in November.

Nick Canning, joint managing director said: “The feedback from our shoppers was that no one wants to see a Christmas advert at the start of November.

"They want to enjoy the Autumn and save the festivities until nearer the big day to avoid Christmas fatigue, so we’ve listened to them and taken the bold move to put our ad out and Christmas decorations up later.

"Our sales from last year showed that 56% of our Christmas transactions don’t take place until December itself anyway, so why hassle our customers for months beforehand?”

Earlier this year the retailer chose to part ways with celebrity ambassador Peter Andre after several years.

It was reported last month that the country Iceland is to legally challenge the retailer over its use of the name.

See the rest of this year's Christmas campaigns in The Drum's dedicated section.