Iceland supermarket ditches Christmas ad to help customers

The company, which has headquarters in Deeside, says it will spend the money saved on helping its customers.

The decision comes mainly due to the cost of living crisis and rising food prices.

Iceland's managing director, Richard Walker, took to X to describe the decision as a 'no-brainer'.

He said: "Rather than spend millions creating and sharing a TV ad, we chose to invest the money supporting our customers during the cost-of-living crisis. No-brainer."

Mr Walker took over from his father as managing director of Iceland Food Groups in 2018 following three years in the role for Iceland’s sister company The Food Warehouse.  

In his role at Iceland, which launched in Oswestry in the 1970's, he has also introduced some innovative changes in relation to sustainability - but his major concern for the last few years has been the cost of living.  

TOP STORIES TODAY

• Historic and haunted Flintshire pub reopens its doors after couple transform it
• "Marked improvements" over match day parking in Wrexham, but concerns remain
• Welsh Government cuts speed limit on busy Llangollen road to 'improve road safety'

Other advertisers are set to spend a combined record £9.5bn during this festive season, according to new data by the Advertising Association and World Advertising Research Centre.

Last year's Christmas advert for Iceland was voiced by Brian Blessed and featured Slade's Noddy Holder.

This year's advert for Asda will feature festive favourite Michael Bublé, while Rick Astley is set to front Sainsbury's ad.