Josie Gibson, well-known for her role as a presenter on “This Morning,” has been unveiled as the new face of Iceland supermarkets. The partnership introduces the supermarket’s fresh tagline, ‘That’s why we go to Iceland’, signaling a brand refresh that aims to broaden the appeal of the store beyond its traditional customer base.

?️ Expanding Appeal: With the new tagline, Iceland is positioning itself as a supermarket for everyone, not just a specific demographic. The inclusion of Josie Gibson, a familiar and beloved television personality, helps to communicate this message clearly and effectively to a wide audience.

? A Fresh Perspective on Grocery Shopping: Iceland is known for its focus on frozen foods but with this new campaign, it aims to showcase the diversity and quality of its entire product range. By emphasizing that the supermarket caters to all types of shoppers, Iceland hopes to attract a broader clientele.

? Engaging a Wider Audience: Josie’s relatability and wide appeal are seen as key assets in this new marketing initiative. Her presence in the campaign is expected to draw more attention to the brand and help redefine the public’s perception of Iceland as a versatile and inclusive shopping destination.

This move marks a strategic shift for Iceland supermarkets as they continue to innovate in their branding and marketing efforts to reach different segments of the market and adapt to changing consumer needs.