Iceland has today (April 19) declared I’m a Celebrity star Josie Gibson as its new face, in a deal brokered by 7 stars which sees the supermarket unveil its new “That’s why we go to Iceland” strapline.
The new 30-second hero spot which will air alongside the latest series of Gogglebox, was created by the7stars’ creative shop Supernova.
It was shot on location at Iceland’s Deeside store, and follows Josie as she shops the aisles and picks up some of the retailer’s most well-known favourites, all while chatting to customers and bagging herself a bargain.
The messaging marks a move away from the supermarket’s much-loved “That’s why mum’s go to Iceland” slogan, giving it a more all-encompassing update.
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The grocer’s marketing director Josh Gummett said: “It’s been great to work across the 7stars’ agency teams on our long-term holistic ad strategy. It’s exciting to be making a return to TV with a revitalised brand presence and ambassador.”
“Central to our approach is a commitment to being a reliable and reassuring presence for our customers, keeping them informed about Iceland’s exceptional value, friendly welcome and diverse product offering across the year.”
Supernova executive creative director Barnaby Girling added: “Having established herself as a much-loved, straight-talking TV star with a genuine connection to her local Iceland store, Josie Gibson was the perfect person to re-inject some warmth and fun into Iceland’s latest campaign.”
“Josie told us how much time she spends chatting to people while she’s out shopping for her family – so we basically just ran with that. We let Josie loose in-store to ‘helpfully’ interact with a broad range of characters as they fill their baskets with Iceland’s easy meal bargains and the creative took care of itself.”
The 7stars head of client team Lynsey Brook said: “Iceland is not just revitalising its advertising presence but also embracing a dynamic, always-on through-the-line strategy. This strategic shift aims to consistently inform time and budget-conscious consumers about Iceland’s exceptional value and diverse product offering.”
