Key Highlights
- Iceland shifts from the ‘mum-centric’ slogan to a more inclusive ‘That’s why we go to Iceland’.
- Josie Gibson, celebrated TV personality and new face of Iceland, champions the brand’s inclusive approach.
- Iceland launches customer panel to influence pre-general election manifesto, reflecting broader consumer engagement.
- The retailer continues its commitment to affordable shopping amidst the cost of living crisis with a range of £1 value meals.
(livesinsight.com) – Iceland has initiated a strategic shift in its branding and advertising, moving away from the iconic ‘That’s why mums go to Iceland’ to a more inclusive ‘That’s why we go to Iceland’. This change not only reflects a broader demographic but also aligns with the modern societal acknowledgment that grocery shopping is a task for everyone, not just mums. The appointment of Josie Gibson as the new brand ambassador, known for her relatable persona, marks a significant step in humanizing the brand and making it more accessible to a wider audience. This move is a clear indicator of Iceland’s commitment to embracing change and inclusivity, setting a precedent in the retail sector.
Revamping Brand Strategy with Josie Gibson
Josie Gibson, a renowned TV presenter and the 2010 winner of Big Brother, is now the fresh face of Iceland’s new advertising campaign. Her involvement brings a vibrant energy to the brand, which is in the process of redefining its image to resonate more broadly with the UK public. According to Gibson, the new slogan ‘That’s why we go to Iceland’ epitomizes the inclusive nature of the brand, which aims to cater to everyone, not just a specific demographic. Her endorsement is supported by her own experiences with the brand, highlighting a personal connection that many find appealing.
Richard Walker, Iceland’s executive chair, emphasized that while the brand has traditionally been favored by mums, the new campaign seeks to celebrate and welcome all segments of the British public. This strategic shift is not only a response to changing societal norms but also an attempt to rejuvenate the brand and maintain its relevance in a competitive market. Gibson’s role goes beyond mere advertisement; she embodies the friendly and inclusive ethos that Iceland aims to project. Her appointment follows a series of celebrity endorsements, which have varied in their focus, but with Gibson, Iceland hopes to solidify its position as a welcoming brand for all.
Engaging Consumers Beyond Advertising
In a pioneering move, Iceland has announced the creation of a customer panel that will play a crucial role in the run-up to the general election. This panel, consisting of seven diverse UK customers, will draft a manifesto based on a survey conducted among up to 6,000 regular shoppers. This manifesto will then be shared with political parties, signifying a bold step in consumer engagement and advocacy. The initiative reflects Iceland’s commitment to listening to and acting on the concerns of its customers, potentially influencing national policy discussions.
The decision to form this panel aligns with the brand’s broader strategy to integrate consumer insights into its business practices. It also represents a significant shift towards more participatory and democratic forms of brand-consumer interaction, setting Iceland apart from its competitors.
Adapting to Economic Pressures
Amidst growing economic challenges, including the ongoing cost of living crisis, Iceland has continued to prioritize affordability. The retailer has expanded its range of £1 value meals, aiming to alleviate some of the financial burdens faced by its customers. This approach not only enhances the brand’s appeal among price-sensitive consumers but also reinforces its image as a socially responsible company.
The latest advertising campaign, featuring Josie Gibson, will span 12 months and be showcased during prime-time TV slots, including popular shows like Gogglebox and Britain’s Got Talent. This extensive coverage ensures that the new brand message reaches a wide audience, reinforcing the shift towards a more inclusive and economically aware brand positioning.