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Iceland unwraps tongue-in-cheek Christmas campaign

Iceland's festive advertising campaign has taken a humorous approach that sees the frozen food retailer warm hearts by photoshopping popular shopping basket items such as Turkey, Lobster Thermidor and Pavlova into home video footage of children unwrapping their presents on the big day.

What follows is a succession of children going wild with excitement as they unwrap their very own luxury frozen food items ready for the Christmas dinner.

Mel Matson, marketing director at Iceland, said: “This Christmas we decided to go against the ‘tear-jerking, blockbuster’ grain with lots of 20 seconds ads that will hopefully make people feel jolly this Christmas.

“Of course we know that children wouldn’t really wish for a Gilded Turkey or a Lobster Thermidor at Christmas, but we had great fun imagining how they would react to finding our award-winning food under the tree.”

Star of the campaign is five-year old Isla of the Ingham Family whose over the top emotions while unwrapping presents last year generated over 38 million views.

Devised by Karmarama the campaign will run across digital, PR, radio, out-of-home, in store, press, poster and the social media. It launches today (1 December) during episodes of I’m a Celebrity Get Me Out of Here and Gogglebox and will run through to Christmas Eve.

Iceland purposefully holds back its Christmas marketing until December in order to avoid 'festive fatigue'.

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