Exploring Iceland: A Refreshed Brand Slogan

Iceland has changed its brand slogan from 'That’s why mums go to Iceland' to 'That’s why we go to Iceland' in a new campaign. This change reflects the company's acknowledgment of its expanding customer base.

The supermarket has been using the tagline "That's why mums go to Iceland" for a long time. In fact, a version of this slogan was first used in 1988 in an advertisement that said, "That's why mum's gone to Iceland."

This catchy end line has been featured in many of the retailer's ads, especially those that starred former brand ambassador Kerry Katona in the 2000s.

The chairman, Richard Walker, explains that the decision to update the slogan aims to be more inclusive of men and people without children as the brand seeks to appeal to its diverse customer group.

Walker states, "Iceland has always been a favorite among mothers, and our new campaign is a celebration of our expanding customer base, which now includes people from all walks of life in the UK."

Josie Gibson, a TV host and mother of one, is now the brand's new ambassador and can be seen in the campaign. The ad shows her shopping in the store and emphasizing the affordable prices of various products. For instance, it highlights the £1 value range and the 10 for £10 deal.

In the commercial, Gibson enthusiastically shares, "All these amazing deals in one place! That's why Iceland is our go-to store."

Last year, Helen Edwards, columnist for Our Website and founder of Passionbrand, commended Iceland for its focus on understanding its consumers as a value retailer.

According to Helen, Iceland's brand stands out for its aggressive pricing strategy. The company has maintained the price of hundreds of products at £1, a significant decision made by a team that recognizes the local food bank as one of its natural competitors.

Iceland is emphasizing price in its latest ad, staying true to its commitment to showcasing value above all else.

The brand states that this new campaign represents a major advertising investment for the company, which has previously concentrated on seasonal promotions and events. The campaign is scheduled to run for a year.

Iceland's accounts for the year ending March 2023 mentioned a significant decrease in marketing spending, with a new emphasis on highlighting the excellent value their products provide.

Additionally, Walker announced on social media that the company would not be releasing a Christmas advertisement last year.

“Rather than spend millions creating and sharing a TV ad, we chose to invest the money supporting our customers during the cost of living crisis,” he wrote on X.

Editor's P/S:

Iceland's rebranding, from "That's why mums go to Iceland" to "That's why we go to Iceland," underscores the company's evolving customer base. This shift acknowledges the increasing diversity among Iceland shoppers, moving beyond the traditional stereotype of mothers as primary customers. It reflects a broader trend of businesses embracing inclusivity and recognizing the importance of catering to all segments of society.

The emphasis on affordability in Iceland's latest campaign aligns with its longstanding commitment to providing value to customers. The company's aggressive pricing strategy and focus on maintaining low prices for essential products have resonated with consumers amidst rising living costs. Iceland's decision to invest heavily in advertising, including a year-long campaign, demonstrates its confidence in its brand and its commitment to reaching a wider audience. By highlighting its value proposition and inclusivity, Iceland is positioning itself as a destination for all shoppers seeking affordability and convenience.