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Iceland have turned Mr Claus into a vlogger to promote their award winning mince pies in the spots directed by Jon Harvey at Kream.

Iceland have partnered with the ultimate mince pie ambassador, Mr Claus to help spread the word about their award winning mince pies. They’ve parodied three popular YouTube video genres – The Haul Video, an Unboxing and a Buzzfeed inspired blind taste test.

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