Frozen food retailer Iceland has launched its 2022 Christmas campaign ‘The Land of It’s Chriissstttmaaas’, which includes a series of comedic TVCs, digital and a ‘Christmas waiting room live stream’ for social media.
The campaign, which has been produced by creative agency Meanwhile, features Slade’s guitarist and the voice of ‘Merry Christmas Everyone’ being put on hold until the World Cup is done at least, using the period to promote the grocer’s party food product range.
However, the much-anticipated advert will launch in December and aims to drive the supermarket’s value-driven proposition by promoting “the perfect Christmas dinner for less than consumers may expect.”
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The first ad will premiere on TV across the UK and will also feature VOD channels.
To support the ad campaign, the grocer has launched a live stream, which will run organic and paid across the supermarket’s social channels.
The campaign is a collaboration between Meanwhile and Iceland’s in-house studio, with production handled by chief and directors Marc Ingham and Chris Cottam.
“Christmas doesn’t start until Noddy Holder says so, but Christmas is unique this year in that it’s also waiting for England and/or Wales to get knocked out of the world cup.” Meanwhile chief creative officer Tim Jones said.
“So, we needed an idea flexible enough to support Iceland’s party season offer through both events.”
“We also have to be acutely aware of how competitive the advertising sector is at this time of year, so giving Iceland a unique and disruptive idea will help them really stand out.”
Iceland Food’s head of design Joseph Gummett added: “As a nation we all know “It’s Christmas!” when we hear those famous lyrics from the unofficial bastion of Christmas, Slade frontman Noddy Holder.
“But this year, as we edge ever closer to the big day, the football keeps getting in his way. But that is no bad thing and being the good sport he is, Noddy awaits his moment with characteristic charm, patience and great humour.
The news comes as both discount grocer Aldi and high-street retailer John Lewis unveiled their 2022 Christmas adverts.
