Iceland has released its Christmas television campaign this week, with Chief.
The North West supermarket chain has used a poem to set the scene, as well as a hint of nostalgia, as it marks its 50th anniversary.
“From the outset we were determined that product and price would form the foundation of the campaign,” explained Joseph Gummett, Head of Design at Iceland.
“Embarking on this journey as the country entered lockdown in March and envisaging an unpredictable year ahead, furthered our resolve that in an emotional year we would focus on the comfort and joy offered by exceptional value food. As we celebrate Iceland’s 50th year, we also wanted to nod to our past, so the classic Iceland groaning table has been re-imagined and combined with technically challenging technique.”
Gummett added that while the company were “pretty self-sufficient” with its in-house creative and marketing, due to the “scale and complexity” of the campaign, they turned to Chief to produce the television ad.
“This was a wonderful technical opportunity for us, we wanted to make the commercial to appear as if filmed in a single shot, whilst maintaining absolutely stunning tabletop food photography and packing it full of beautiful production value,” said Director Marc Ingham.
“We’re delighted with the final result and had a fantastic experience collaborating with the teams at Iceland.”
