Iceland has updated its slogan “That’s why mums go to Iceland” to highlight that people other than mothers shop in the supermarket.
The frozen foods retailer changed its strapline to “That’s why we go to Iceland” under a new advertising push, which its bosses claim reflect its “growing customer base” outside mums.
Despite the updated strapline, the supermarket’s new adverts will continue its tradition of featuring famous mums, with its latest showing TV personality Josie Gibson.
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Commenting on the change, Gibson said: “I think the new tagline is great because Iceland is not just for mums. Even though mums love it, Iceland is for everybody.”
Speaking to MailOnline, Iceland’s executive chairman Richard Walker said: “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.”
Earlier this week, Iceland launched the first-ever supermarket customer panel to pen election manifesto.
The move came as Walker pledged the retailer would use its platform to give customers a voice during election year.
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