Iceland is showcasing the value of its festive offerings in its 2024 Christmas campaign, putting a new spin on its iconic tagline “That’s why mums go to Iceland” with the playful twist, “That’s why Santa goes to Iceland.”

The campaign, created by Supernova, the7stars’ in-house creative team, stars ITV presenter, Josie Gibson, and will feature two 30-second spots and one 20-second spot.

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

Joseph Gummett, marketing director at Iceland and The Food Warehouse, shared: “We’re thrilled to be back on TV this Christmas with a campaign that incorporates our seasonally adapted strapline and ads designed to help our customers have a fantastic holiday season.”

He continued, “The teams have worked incredibly hard to deliver our best-ever Christmas range, and it was essential to create ads that allow the products to shine. Our approach is centered on consistency, reassurance, and highlighting Iceland’s unbeatable quality and value—not just for festive meals, but for everyday dining.”

Georgina Simms, client lead at the7stars, added: “This campaign is all about helping Iceland customers enjoy the best Christmas with the best food, so they can focus on creating magical memories with their loved ones.”

She concluded, “From a planning perspective, our focus is on the audience—they are at the heart of everything we do. We understand who they are, what they need, and how to reach them, which makes our Christmas media plan so effective.”