An Iceland Christmas advert banned by regulators for breaching political advertising rules has today been released online.
The ad tells the story of deforestation caused by palm oil production through an animated short film about an orangutan.
It was made in a deal that the supermarket chain struck with campaign group Greenpeace.
Iceland announced earlier this year that it would become the first supermarket to remove palm oil from all its own brand products.
Managing director Richard Walker said: “Throughout 2018 we have led the retail industry to take action in areas such as rainforest destruction for palm oil and plastic pollution of our oceans.
“This year we were keen to do something different with our much anticipated Christmas advert. The culmination of our palm oil project is offering our customers the choice of an orangutan-friendly Christmas, and we wanted to reflect this in our advertising.”
He added: “Whilst our advert sadly never made it to TV screens, we are hopeful that consumers will take to social media to view the film, which raises awareness of an important global issue.
“Our commitment to help protect the home of orangutans remains extremely close to our hearts. We are proud to be encouraging consumers to make more sustainable choices, even without the support of TV advertising, ahead of the Christmas shopping season.”