Iceland has dropped the outdated “That’s why mums go to Iceland” slogan to replicate the truth that different individuals additionally do grocery purchasing.
The frozen meals retailer has tweaked its strapline to the extra impartial “That’s why we go to Iceland” in an promoting push with the TV persona Josie Gibson as its new ambassador.
“I feel the brand new tagline is nice as a result of Iceland is not only for mums. Regardless that mums adore it, Iceland is for everyone,” stated the presenter, who gained Massive Brother in 2010.
Iceland first used the mums line in 1970, with the slogan “Mums adore it”, earlier than transferring on to “Mum’s gone to Iceland” within the late Nineteen Eighties. In 2004, with pop star Kerry Katona fronting its advert campaigns, the strapline was up to date to the now traditional “That’s why mums go to Iceland”.
Iceland’s govt chair, Richard Walker, stated the brand new positioning mirrored the grocery store’s increasing buyer base: “Iceland’s all the time been primary with mums and our new marketing campaign celebrates our rising buyer base, from throughout all points of the nice British public.”
Walker stated Gibson, who’s a mom herself, was “the right individual to encapsulate the pleasant welcome” prospects obtain at Iceland.
It isn’t the primary time the retailer has moved away from the “mum” angle in its strapline; for Peter Andre’s Iceland adverts in 2014, the slogan was retooled to “That’s why Peter goes to Iceland”.
The most recent celeb ambassador represents a change in techniques after Walker’s announcement final 12 months that amid rising losses, it had dropped its Christmas advert with a purpose to put money into “supporting prospects throughout the price of dwelling disaster”. The corporate has expanded its vary of £1 worth meals.
The retailer has lately aimed to broaden its attraction to UK buyers past the frozen meals aisles, launching its personal family items vary amongst a wide range of new own-label merchandise.
Iceland has additionally lately change into the primary grocery store to create a panel to signify its prospects within the run-up to the overall election. The panel of seven UK prospects will write a manifesto, to be shared with political events, following a survey of as much as 6,000 common prospects about their issues.
The most recent advert marketing campaign will run over 12 months, throughout primetime TV slots ranging from Saturday, together with Gogglebox, In for a Penny, Britain’s Received Expertise and Made in Chelsea.