It’s no longer just mums who go to Iceland, according to the supermarket’s new slogan, which has opened the shopping experience up to everyone.
“That’s why we go to Iceland” is the new tagline to replace, “That’s why mums go to Iceland”, with the word “mums” used in its original incarnation of the slogan in 1970s adverts.
Iceland has announced the new slogan as part of a branding push this week, which will see adverts fronted by TV personality Josie Gibson.
She said: “I think the new tagline is great because Iceland is not just for mums. Even though mums love it, Iceland is for everybody.”
The tagline evolved from “Mums love it”, to “Mum’s gone to Iceland” and, most recently, “That’s why mums go to Iceland”, which was launched with a Kerry Katona-fronted push in 2004.
In 2014, the slogan was reworked for a campaign involving Peter Andre.
Iceland’s executive chairman, Richard Walker, said: “Iceland’s always been number one with mums, but the reality is people from all walks of life, and life stage, choose to shop with us.
“That includes everyone from students and seniors, to single-parent families, mums, dads, and fitness enthusiasts. We’re a Great British institution and open to all.”
Gibson, 39, is a mother herself and came to fame for winning Big Brother in 2011 and going on to appear on other reality shows. Last year, she was on I’m a Celebrity.
Mr Walker added: “With her famous warmth and positivity, Josie is the perfect person to encapsulate the friendly welcome all our customers receive at Iceland and we’re delighted to have her on board.”
