Iceland has replaced the word ‘mums’ from its iconic slogan in favour of a more gender-inclusive strapline in a bid to reflect “its growing customer base”.
The supermarket chain has adopted the new catchphrase, “That’s why we go to Iceland”, showcasing from today (19 April), and replacing the original “That’s why mums go to Iceland”, as its bosses say it is not just mothers who flock stock up on frozen budget-value grocery essentials.
Iceland Foods 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.”
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Alongside the new slogan, Iceland is continuing its tradition of appointing celebrity mums as the face of the retailer, with TV presenter Josie Gibson landing the new ambassador role.
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 onboard.
Photo: James Speakman/PA Wire.
“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. We’re excited to be working with Josie and can’t wait to see the great things we’ll do together to show that’s why we go to Iceland.”
Gibson said: “I remember shopping in Iceland when I was a little girl, so it feels incredibly surreal to be working with them as the face of the brand. I love that Iceland is a great British business always doing the right thing for shoppers. I admire and support their commitment to bringing the best value products and deals to its customers.”
Over the years, the grocer has incorporated the word “mum” in many of its former slogans, including its original advertising campaign when the supermarket chain first launched in 1970, which read: “Mums Love It”.
In 1988, it ran a TV press and radio campaign with a slightly adjusted slogan, “Mum’s gone to Iceland”, which in 1991 was then used when the grocer expanded into Europe.
In 2004, the retailer introduced its now most iconic strapline to coincide with the introduction of celebrity pop star Kerry Katona becoming the face of the retailer’s ad campaigns, “So that’s why mums go to Iceland!”.
The new slogan change also comes amid Iceland’s recent wider attempts to broaden its appeal to UK shoppers and change consumer perception of the grocer.
