Launching Josie Gibson as the new face of Iceland 

Iceland Foods needed a new brand ambassador, one who would resonate with everyone that goes to Iceland. Who better than Big Brother star Josie Gibson?

Tangerine’s brief was to introduce Josie with a bang, and to unveil a historic new strapline for the household name supermarket. Enter... “that’s why we go to Iceland”.  

The strapline 'Mum's gone to Iceland' was first used 36 years ago, and although it has evolved over the years, it needed a refresh to more accurately reflect its growing customer base. Iceland is a favourite of everyone from parents to grandparents, and students up and down the country. Low prices and a friendly welcome appeal to everyone!  

Working alongside the frozen supermarket giant, we created a comprehensive media strategy and supporting communications for the unveiling of the TV star, as well as coordinating a shoot to capture PR content to maximise coverage opportunities.  

The announcement received blanket coverage across key national and regional titles, supported by the work of Tangerine’s Newsroom team to secure buy-in from key journalists.