Iceland boss makes 'no brainer' decision to axe Christmas advert
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Featured Image Credit: Mike Kemp/In Pictures via Getty Images / Iceland
It’s not just the public and small businesses that have had to cut back on their spending this year.
This comes after the tight squeeze their customers have been facing after constant interest rate rises by the Bank of England.
Now, the boss of the budget chain has called the decision to axe the ads a 'no brainer'.
Iceland's executive chairman, Richard Walker, explained to The Daily Mail: “As a business we were faced with a decision. Do we spend millions creating and sharing a TV advert or do we invest the money supporting our customers during the cost-of-living crisis?
“This was a no brainer for us. I am grateful that as a family-run company, we can make the decisions we believe are right for our business and our customers.”
However, research into their customer base found that their shoppers would prefer retailers use their money to support struggling customers rather than waste it on commercials and marketing.
Walker went on the explain: “We have chosen to invest in keeping prices low for our customers - including our Christmas Bonus Cards Saving scheme - giving shoppers £15 back when they top up £100, offering a turkey roast dinner bundle for 8-10 people for just £30, slashing prices on over 1,000 household staples and expanding our £1 value range - offering hundreds of freezer fillers for just £1 or less.”
Despite this stance, experts at the Chartered Institute of Marketing think that Christmas ads are vital, with chief executive, Chris Daly, stating: “After a challenging year, this year's Christmas adverts aren't just a nostalgic reflection of days gone by - they're bold statements of intent that aim to reflect consumer sentiment.
“In times of seemingly endless bleak news, Christmas is the time that brings the UK together like no other. Investing in Christmas is imperative for the big brands.
“One thing that's clear is that the appetite for festive promotions is alive and kicking.
“Contrary to some predictions, advertisers are expected to spend a record £9.5bn this Christmas season in an effort to stand out from the crowd.
“However, with the stakes higher than ever, the pressure on brands to succeed is immense, and one mis-step can invite huge scrutiny.”
This billion-pound industry allegedly helps consumers more than hinders, according to the Advertising Association and industry analysts Warc.
They found that 48 per cent of adults say Christmas ads help with gift ideas and is a mood-booster.
Matt Bourn, communications director, Advertising Association, said: “Whether you're a big high street store or a small local business, Christmas advertising is essential to attracting customers, helping to inspire ways people can enjoy the festive season and supporting jobs across the UK.
“The ads we will see this year will be among top contenders for some of the best ads worldwide, going onto win awards and reinforcing the UK's position as a global hub for advertising, creativity, and storytelling.”