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.