Iceland has updated its iconic slogan to a more inclusive alternative, moving from “That’s why mums go to Iceland” to “That’s why we go to Iceland.” This change, effective from April 19, aims to better represent the diverse customer base of the supermarket chain.
Richard Walker, executive chairman of Iceland Foods, commented, “While we’ve always been a favorite among mums, our shoppers come from every stage of life and walk of life, including students, seniors, single-parent families, dads, and fitness enthusiasts. We pride ourselves on being a welcoming, Great British institution for everyone.”
In line with the new slogan, Iceland continues its tradition of celebrity endorsements, welcoming TV presenter Josie Gibson as the new face of the brand. “Josie embodies the warmth and positivity that greets every customer at Iceland, making her an ideal representative for our brand. We’re thrilled to have her with us as we celebrate our diverse customer base and embark on this new campaign,” Walker added.
Josie Gibson shared her excitement about the partnership: “It’s almost surreal to represent a brand that was part of my childhood. I’ve always admired Iceland for its commitment to value and customer care. I’m eager to help showcase why everyone chooses to shop at Iceland.”
Historically, Iceland’s slogans often included the word “mum,” starting with the 1970 launch campaign slogan, “Mums Love It.” The phrase was modified in 1988 to “Mum’s gone to Iceland,” which gained further popularity during the company’s expansion into Europe in the early 90s. In 2004, the arrival of pop star Kerry Katona as a brand ambassador coincided with the introduction of the memorable line, “So that’s why mums go to Iceland!”
The latest slogan revision is part of Iceland’s ongoing efforts to expand its appeal across the UK market and alter public perceptions of the supermarket.
