Joseph Gummett, head of design at Iceland explained: "We are incredibly proud of our products and the amazing value they offer customers this Christmas. From the outset, we were determined that product and price would form the foundation of the campaign. Embarking on this journey as the country entered lockdown in March and envisaging an unpredictable year ahead, furthered our resolve that in an emotional year we would focus on the comfort and joy offered by exceptional value food. As we celebrate Iceland’s 50th year, we also wanted to nod to our past, so the classic Iceland groaning table has been re-imagined and combined with technically challenging technique.