Josie Gibson Brings Festive Cheer to Iceland’s Aisles

Iceland’s festive campaign marks the return of brand ambassador and TV favourite Josie Gibson, as she gets into the Christmas party spirit.

‘That’s why Santa goes to Iceland’ features two festive 30-second spots and one 20-second spot, created with Supernova, the7stars’ in-house creative shop. The ads debut tonight at 9pm during ITV’s I’m a Celebrity…Get Me Out of Here!

From Christmas Dinner to the Party Season – and not forgetting Everyday Eating – the ads reflect customers’ needs throughout the holiday season, not just for the big day.

Each ad features the jovial Bristolian mum combing the supermarket aisles for delicious deals, boisterously interacting with shoppers and Iceland colleagues, and even includes a cameo appearance by Santa himself!

In the hero spot, Christmas Dinner, Josie arrives in-store, and wonders where to start “with a centrepiece that’s a doddle to roast, trimmings aplenty... or a showstopping pudding,” she says as Iceland’s impressive range and value take centre stage.

For Party Season, we are in Josie’s front room, where a Christmas party is in full swing. A spread of festive food adorns the table, and just as Josie reaches for a chocolate éclair, the doorbell rings.

“With these for a pound, we can have everyone around,” she cheerfully explains.

As the door opens, we catch sight of Santa’s gloved hand. “Don’t mind if I do,” comes a warm, resonating voice as he helps himself to a Cathedral City Cheesy Hash Brown. Josie smiles at the camera and confirms: “That’s Why Santa Goes to Iceland.”

The campaign, planned and booked by the7stars, extends beyond linear TV into other prominent media environments, including CTV, BVOD (featuring Disney+), and YouTube, alongside print and digital publishing, radio, digital audio, and social media activity.

Joseph Gummett, marketing director at Iceland and The Food Warehouse, 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. 

“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.”

Barnaby Girling, executive creative director at Supernova, added, “Josie has this genuine warmth and down-to-earth charm that aligns perfectly with Iceland’s brand. In this campaign, she connects effortlessly with shoppers, adding a light-hearted touch that feels authentic and festive. We wanted to capture her natural interactions, showing Iceland as the go-to for the best meals this season.”

Georgina Simms, client lead at the7stars, 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.”