Packed aisles, shortages, long queues at the till. Supermarket shopping at this time of the year can be a big yawn. But not at Iceland, the UK’s most popular retailer of frozen foods. With its agency Taylor Herring, Iceland turned an aisle of one of its stores into a skating rink, encouraging consumers to pull on a pair of skates and do their shopping on ice. There were a few slips and slides, but even more smiles. Not to mention some loveable plastic penguins and a demonstration by a pair of professional figure skaters. In the end, the unusual shopping experience left nobody cold.