An ice evening at the supermarket

Christmas is coming so if you want to buy some treats you’d better get your skates on.

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.