Lower prices instead of Christmas advertising:the budget choice of a British supermarket chain

In Great Britain, the Iceland supermarket chain has chosen to invest Christmas advertising money in reducing product prices, against the crisis.

• Iceland, a supermarket chain in Great Britain, has chosen to give up the usual Christmas advertising on TV.
• With the money saved, it will increase offers and lower product prices to help citizens with the cost of living.
• A choice that goes against the grain compared to competing supermarkets which has aroused appreciation, but also some doubts.

There supermarket chain British Iceland has announced that he will renounce the Christmas advertising on TV and which will use the budget allocated to it to support its customers put in difficulty by cost of living crisis that the Great Britain has been dealing with for a few years 14 million of people living in conditions of food poverty.

Iceland Supermarkets:money saved on Christmas advertising used to reduce prices

“As a company we were faced with a decision:Do we spend millions to create and share a TV commercial or do we invest the money supporting our customers during the cost of living crisis?Deciding was a no-brainer,” said the chain's executive president Richard Walker, who added:“I am grateful that as a family-owned business, we can make the decisions we feel are right for our business and our customers.”

In detail, the chain has chosen to invest the resources saved - around 30 million pounds - to cashback initiatives on the supermarket savings card (15 euros returned for every 100 euros recharged), for offers on festive menus (£30 for a roast turkey dinner for 8-10 people), for cut prices on over a thousand basic products for the home and expanding the product range to 1 pound.

Reactions to the initiative of the Iceland supermarket chain

The move is in stark contrast to that of the competing supermarkets which, according to estimates, they will spend £9.5 billion in festive marketing campaigns, often involving celebrities, as in the case of Asda supermarkets who hired them for their advert Michael Buble. Summarizing the statements reported by the Daily Mail, for the experts of Chartered institute of marketing and of theAdvertising association, investing in a Christmas advertising campaign is an imperative for big brands because the Christmas It's a moment that unites the country in times of disheartening news, because advertising inspires how to spend the holidays and because it helps support jobs around the world.

On social media many have appreciated Iceland's decision, while others pointed out the risk of economic losses for the supermarket;still others commented that they would have preferred if the money saved had been allocated to employees to increase theirs salary or that an advertisement could have been made anyway, but less expensive. But after all, isn't the fact that all the British media have talked about the initiative free advertising in the supermarket?