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Iceland supermarket drops famous slogan to become more inclusive

Iceland supermarket drops famous slogan to become more inclusive

Josie Gibson unveiled Iceland's new slogan in the supermarket's latest advert

Supermarket giant Iceland is freshening up its image with a brand new slogan, trading in its famous tagline for something more inclusive.

The company has teamed up with This Morning favourite Josie Gibson as the new face of the brand, launching her role with their latest advert - and a brand new slogan:

Gibson, who rose to fame after winning the 11th series of Big Brother back in 2010, said it felt 'incredibly surreal' to be working with Iceland, with memories of shopping there as a little girl.

She said: “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.

“Shooting the ad and meeting the team was so much fun and I can’t wait for people to see it.”

Of course, being a long-time customer, Gibson no doubt remembers the iconic old school slogan: "That's why mums go to Iceland."

Josie Gibson is the new face of Iceland (

It's appeared in numerous ad campaigns over the years, with many of us looking back fondly on Kerry Katona saying it as she picked up her prawn ring in the 2000s.

The slogan was actually originally 'Mums love it' after Iceland was founded in 1970, before it transformed into 'Mum's gone to Iceland' in the 80s, ultimately debuting the more recent version in a 2006 advert.

However, it's now out with the old, and in with the new, as the supermarket chain unveils its updated approach for 2024 and beyond.

"Guess who's come to Iceland?" she says to the camera in the new ad, before moving around the store to check out the latest deals.

"All these bargains in just one shop."

Sharing the new slogan she adds: "That's why WE go to Iceland."

The This Morning presenter unveiled the supermarket's new slogan in their latest ad (

Richard Walker, Iceland’s Executive Chairman, said he felt Gibson was the 'perfect' person to bring the new era in.

“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," he said.

Walker added: “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.”

Featured Image Credit: Mike Kemp/In Pictures via Getty Images/James Speakman/PA Media Assignments

Topics: Celebrity, Food and Drink, Shopping, UK News, This Morning