ICELAND has revamped its iconic “that’s why mums go to Iceland” slogan after 20 years in a bid to be more inclusive.
The frozen foods giant, whose ads were once famously fronted by Kerry Katona, replaced her with telly favourite Josie Gibson — and the line “that’s why we go to Iceland”.
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The chain hopes the switch, seen for the first time last night, will encourage all genders and ages to feel comfortable.
But critics called it “a step too far”. Mum-of-three Andrea Jeffers, 48, said while shopping at the branch in Eltham, South East London: “It’s not broken so don’t fix it.
“They’ll point to single dads and all that — but it’s not like the slogan is stopping them.”
Retired cleaner Pat Perry, 76, said: “I don’t like the change. Seems like it’s them trying to pander a bit.”
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And hospital worker Denise Crouch, 60, added: “Everything’s inclusive now — but it’s a step too far. It didn’t need to be done.”
Iceland had used the line since 1988. Atomic Kitten singer Kerry, 43, who fronted the ads for five years from 2004, said: “I’m really sad they’re getting rid of such an iconic slogan.
“The majority of mums are the ones who do the shopping. That’s a fact. It wasn’t excluding anyone and no one was offended or hurt by it.”
Celebs including Stacey Solomon, Jason Donovan, Christopher Biggins, Coleen Nolan, Ellie Taylor and Peter Andrew have all appeared in Iceland ads.
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Now Big Brother winner and This Morning favourite Josie, 39, is stepping in with a lucrative 12-month deal.
She 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 work for Greggs – the frozen favourite from Iceland that’s the EXACT same as we serve in store
Iceland executive chairman Richard Walker, son of founder Malcolm Walker, said of the slogan change: “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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