Iceland's top marketer says risky decision to hold back Christmas campaign until December has paid off

In the heated competition for shopper attention, major retailers rush to launch their Christmas marketing in November but frozen food supermarket Iceland allowed the crowded field to have their say before it defrosted its Christmas campaign just last week. And it's a decision that's paying off. 
This marks the second year that the retailer has opted to launch a Christmas campaign nearly a month later than rivals. The difference this time around is that it has capitalised