Iceland: No Christmas ad resonates with customers, says expert

Iceland says it wants to help customers struggling with the cost of living

Supermarket chain Iceland's decision to forgo a traditional TV Christmas advert in favour of price cuts will resonate with cash-strapped customers, a marketing expert has said.

Iceland said it would help customers struggling with high food prices rather than spending millions on an advert.

TV advertising expert Lara Chaplin said the amount of cash spent on the ads had come under fire.

"It's about time one of the big brands came out and did this," she said.

"It doesn't just resonate with their customers, but with a wide range of people that are really struggling with the cost of living crisis," she told BBC Radio Wales Drive.

Michael Bublé, Rick Astley and Sophie Ellis-Bextor are some of the stars fronting this year's Christmas ads for other supermarkets - last year, Iceland's Christmas ad featured Noddy Holder.

The company's managing director Richard Walker told BBC 4's Today programme that the money not spent on the Christmas advert had already been used to support customers, with lower prices and money-saving initiatives.

Those include the north Wales-based supermarket's £1 lines and a 10% discount for anyone over 60 every Tuesday.

"We're investing £20m on price and promotions, and a further £10m on expanding our £1 lines," Mr Walker said.

In a post on social media earlier this week, he said the decision was a "no-brainer".

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