Supermarket chain Iceland has scrapped its Christmas advert this year to “support its customers”.
The managing director of the company said the decision was a “no-brainer” as nearly a third plan to spend less this Christmas.
In a post on X, formerly Twitter, Richard Walker 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.”
Last year, the supermarket, which has its headquarters in Deeside, Flintshire, created a World Cup-themed Christmas advert featuring Noddy Holder and Brian Blessed.
This year will see advertisers spend a record amount of £9.5bn during the Christmas season, according to data released by the Advertising Association and the World Advertising Research Centre.
That is an increase of 4.8% from last year’s record spend of £9bn.
In recent years, something of a Christmas advert battle has begun, with brands hoping for the strongest message and greatest star power.
Among the celebrities featuring this year are comedian Dawn French and Wrexham FC owners Ryan Reynolds and Rob McElhenney in the M&S Food advert.
Michael Bublé stars in the Asda Christmas ad, with Rick Astley popping up in the Sainsbury’s festive video and Graham Norton appears in Waitrose’s offering.
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Research commissioned by Deloitte suggests consumers are planning to spend more this Christmas than last year.
But 29% still say they will spend less than in previous years, down from the 39% that said so last year.