Supermarket giant Iceland has updated its outdated slogan "That's why mums go to Iceland" to be more inclusive and reflect that other people, aside from mums, shop for groceries too. The renowned frozen food retailer has altered its tagline becoming "That's why we go to Iceland" as a part of its new advertising campaign.
TV personality Josie Gibson, best known for her 2010 Big Brother win, is the company's new ambassador. She endorsed the modification, saying: "I think the new tagline is great because Iceland is not just for mums. Even though mums love it, Iceland is for everybody,".
Indicating a change in advertising direction, Iceland first launched the now famous phrase back in 1970, presenting "Mums love it", before adopting "Mum's gone to Iceland" in the late 1980s. The catchy line was changed again in 2004 to "That's why mums go to Iceland", fronted by pop star Kerry Katona.
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The executive chair of Iceland, Richard Walker, confirmed the brand still in the hearts of loving mothers, noted: "Iceland's always been number one with mums and our new campaign celebrates our growing customer base, from across all aspects of the great British public."
He also praised the new ambassador, mum herself Josie Gibson, as being "the perfect person to encapsulate the friendly welcome" Icelandic customers experience.
Though this move may seem revolutionary, it isnt Icelands first venture away from the "mum" angle in its taglines. For Peter Andre's Iceland commercials aired in 2014, the catchphrase was uniquely modified to: "That's why Peter goes to Iceland".
The latest high-profile ambassador marks a strategic shift following Walker's revelation last year that due to escalating losses, the company had axed its festive advertisement in favour of investing in "supporting customers during the cost of living crisis". The firm has since broadened its selection of £1 value meals.
In a bid to widen its appeal among UK consumers beyond just the realm of frozen fare, Iceland has introduced a range of household items and an assortment of new own-brand products.
Moreover, Iceland has taken the lead as the first supermarket to establish a panel reflecting its customer base ahead of the general election. This group of seven regular shoppers will draft a manifesto based on a survey of up to 6,000 customers, detailing their concerns, which will then be presented to political parties.
This fresh advertising initiative is set to span 12 months and will feature in prime television slots from Saturday, including during popular shows such as Gogglebox, In for a Penny, Britain's Got Talent, and Made in Chelsea.
