A well-known brand in the UK retail industry for its frozen foods and memorable commercials, Iceland Foods is updating its marketing strategy with a new campaign starring actress Josie Gibson. The advertisement embraces a wider and more inclusive client base, which is a big departure from its previous concentration only on moms.
A Novel Slogan for a Novel Era: “We Go to Iceland”
The new tagline, “We go to Iceland,” denotes a change from earlier advertising efforts that catered mostly to moms. This shift is in line with the changing demography of customers who visit Iceland shops, which includes elders, single parents, students, fitness fanatics, and more. In highlighting this variety, Richard Walker, the executive chairman of Iceland, says, “Iceland’s always been number one with mums, but the reality is people from all walks of life choose to shop with us.”
A Well-Timed Celebrity Appointment
Josie Gibson, a well-known TV personality with a personable appeal, is the new face of the Iceland campaign. Josie was chosen strategically in order to capitalise on her universal appeal and attract a large audience. The commercials, which were shot on site at an Iceland shop, show Josie navigating the aisles and choosing from the variety of reasonably priced and well-known brands Iceland has to offer. Her involvement in the ad is perceived as a throwback to the brand’s original strategy of connecting with average UK celebs.
A Custom of Celebrity Insight
Iceland has a history of successfully utilising the influence of celebrity endorsements. The brand’s identity has been influenced by the acrimonious conclusion of its connection with Kerry Katona as well as by other celebrities including Peter Andre and Stacey Solomon. Josie Gibson carries on this heritage, and her grounded demeanour is anticipated to be well-received by Iceland’s varied clientele.
Marketing in the Face of Economic Difficulties
This campaign’s launch coincides with a crucial period in the UK’s economic downturn, when many customers are looking for more cost-effective ways to purchase. Iceland prides itself on being a champion of value for money, offering high-quality groceries at affordable prices. The commercial emphasises the price of the products while also reiterating Iceland’s pledge to be inclusive.
Looking Ahead and Putting the Customer First
Diversity and inclusivity are becoming more and more essential in retail marketing, which is reflected in Iceland’s change in marketing strategy from focusing on a certain population. With Josie Gibson joining the team and a new tagline, Iceland hopes to appeal to a wider range of consumers and further solidify its standing as a “Great British institution” that is accessible to all.
It will be fascinating to observe how the public reacts to Iceland’s new image when this ad launches and whether this novel strategy can strengthen Iceland’s standing in the cutthroat UK retail sector.
