Iceland ••• Not Yet Noddy

TV / Press / Digital / Social / Stunt / Radio

2022 was the year the World Cup took on Christmas, causing a bit of a festive headache for retailers - do we start Christmas party season now, or celebrate World Cup party season instead?! Iceland chose the latter, so we had to keep the unofficial start of Christmas, Noddy Holder belting out the greatest Xmas song ever, on ice. So, in the build-up to the World Cup we locked Noddy away so he couldn’t get the festivities going. People could see what he was up to via a live feed and we posted ‘highlights’ on our social channels. Then as the World Cup got going we launched our TV ads that took the focus away from Noddy and put it on Iceland’s food. The campaign saw overall sales increase by 10.2%, with Iceland’s market share rising to 2.5%. Plus, ‘Not Yet Noddy’ was even talked about on This Morning, delivering the sort of cultural PR most brands pay a small fortune for. Have a look at the case study to find out more…