The 'Shopping on Ice' concept saw the grocer's Stratford store painstakingly refitted with 250m of synthetic ice, enabling Christmas shoppers to pop their skates on and pick up their mince pies and turkey in double quick time.
Neil Hayes, marketing director at Iceland says: “At Iceland we know Christmas is and exciting time, however it can be a struggle for lots of families as there’s so much to do. We wanted to add some magic to Christmas food shopping and the in-store skating experience has certainly done that.”
Adventurous shoppers are provided with a locker room to don their skates before being let loose in the slippery store - specially commissioned after the retailer found that 83% of parents wished they had more time to enjoy the holidays while 89% of their children found the Christmas food shop to be boring.
In an effort to prevent inexperienced skaters coming a cropper in the freezer aisle the retailer has taken the precaution of installing ‘penguin aids’.
Iceland is riding high after its banned palm oil campaign was named the most 'powerful' Christmas advert .