Noddy Holder Is Put on Hold as Iceland Launches Christmas Campaign

Iceland have unveiled their new Xmas campaign, ‘The Land of It’s Chriissstttmaaas’, which includes a series of comedic TVCs, digital and a ‘Christmas waiting room live stream’ for social media, written by creative agency Meanwhile, produced by Chief and Iceland’s in-house studio, and featuring Noddy Holder.

The campaign begins Thursday 10th November, and will initially, playfully put Christmas (and the Slade frontman’s iconic catchphrase) on hold, until the world cup is done at least, using the period to promote the store’s party food product range.

Once we reach December however, the campaign will drive the supermarket’s value-driven proposition by promoting the perfect Christmas dinner for less than consumers may expect. Noddy will again attempt to start the festive season, but Iceland are so excited by their own proposition, and believe consumers will be too, that Noddy doesn’t get to perform his usual Christmas duties, and chooses Iceland’s products instead.

The campaign is a collaboration between Meanwhile and Iceland’s in-house studio, with production handled by Chief and directors Marc Ingham and Chris Cottam.

Speaking as Iceland prepare to release their Christmas campaign, Joseph Gummett, head of design for Iceland and The Food Warehouse, said, “It is important we spread joy where we can, as such the unique combination of a football Word Cup at Christmas provides the perfect opportunity for some festive cheer.

“As a nation we all know 'It’s Christmas!' when we hear those famous lyrics from the unofficial bastion of Christmas, Slade frontman Noddy Holder. But this year, as we edge ever closer to the big day, the football keeps getting in his way. But that is no bad thing and being the good sport he is, Noddy awaits his moment with characteristic charm, patience and great humour.

“At Iceland & The Food Warehouse we are famous for our great quality and incredible value. Working with partners Meanwhile and Chief, we have celebrated this in a campaign in which we showcase our hallmarks of amazing products, low prices and playful humour.”

The first ad will premiere on TV across the UK and will also feature VOD channels. To support the ad campaign, Iceland has a live stream of Noddy waiting for Christmas, which will run organic & paid across the supermarket’s social channels and can also be seen here.

“Christmas doesn’t start until Noddy Holder says so, but Christmas is unique this year in that it’s also waiting for England and/or Wales to get knocked out of the world cup.” Tim Jones, chief creative officer at Meanwhile, said, “So, we needed an idea flexible enough to support Iceland’s party season offer through both events.”

He added: “We also have to be acutely aware of how competitive the advertising sector is at this time of year, so giving Iceland a unique and disruptive idea will help them really stand out.”