The budget grocer has unveiled a series of Christmas adverts which have edited real footage of children unwrapping Christmas presents, but have replaced the gifts with some of Iceland’s festive food deals.

The adverts, which range from footage from famous vloggers and regular families, are dubbed with comedian voiceovers.

Iceland’s Christmas ad will first air this evening on ITV and Channel Four, and will run until Christmas Eve.

Marketing director Mel Matson said: “This Christmas we decided to go against the ‘tear-jerking, blockbuster’ grain with lots of 20-second ads that will hopefully make people feel jolly this Christmas.

“Of course we know that children wouldn’t really wish for a Gilded Turkey or a Lobster Thermidor at Christmas, but we had great fun imagining how they would react to finding our award-winning food under the tree.

“In our experience, shoppers don’t start buying their groceries until early December when people feel it ‘really is’ Christmas, so we feel our timing is spot on.”

The retailer will have accompanying marketing campaigns across stores and social media using the hashtag #ReasonsToBeJolly.

The adverts were created by advertising agency Karmarama.