Iceland is heralding the value of its festive range in its 2024 Christmas campaign, putting a twist on its famous tagline “That’s why mums go to Iceland” with “That’s why Santa goes to Iceland”.

The campaign, devised by Supernova, the7stars’ in-house creative shop, features ITV’s This Morning presenter, Josie Gibson and will consist of two 30-second spots and one 20-second spot.

Each film features Gibson scouring Iceland supermarkets for Christmas deals, interacting with both workers and fellow shoppers, whilst Santa himself even makes a surprise cameo appearance to enjoy some festive treats.

Iceland and The Food Warehouse marketing director, Joseph Gummett commented: “We are delighted to be returning to screens this Christmas with a campaign featuring our seasonally adapted strapline and ads focused on helping our customers have an incredible Christmas.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“The teams have worked tirelessly to deliver our best Christmas range ever and it has been important to create ads which let the products be the stars. Our approach is about consistency, reassurance, and showcasing Iceland’s unbeatable quality and value, not just for special meals, but every single day.”

The campaign, planned and booked by the7stars, will run across TV, connected TV, broadcast video-on-demand (featuring Disney+) and YouTube, alongside print and digital publishing, radio, digital audio, and social media platforms.

The7stars client lead, Georgina Simms added: “This campaign is designed to help Iceland customers enjoy the best Christmas with the best food, allowing them to focus on the magic of making memories with their loved ones.

“From a planning perspective, our focus is our audience, and they are at the heart of everything we do. We know who they are, what they need, and how to reach them – which is what makes our media plan for Christmas so strong.”