Iceland has revived its famous ‘that’s why mums go to Iceland’ slogan for a new TV push.
Four product-specific ads are currently airing, which champion the price of its exclusive Greggs’ frozen sausage rolls, Kingsmill bread, own-label curry and fish fingers. The ads mark Iceland’s first collaboration with Sheffield-based agency Uber.
Last September, the frozen discounter dropped the slogan as it pursued what it described as a “mature and classier approach”. The romantic narrative followed lovebirds Ben, an Iceland delivery man, and shopper Gemma.
An Iceland spokesman admitted the new ads spelt the end of the Ben and Gemma love story. The couple were last spotted in Iceland’s Christmas ad with the pair attending a festive party.
Iceland director Nick Canning said: “We decided to revive the strapline because we know it resonates with our customers and the wider public. We’ve given the line a modern twist by using ‘curry lovers’ and ‘fish finger fanatics’ in place of ‘mums’ in two of the ads, and we plan to develop this further.”
Amid the current supermarket price war and increased competition from discounters, Kantar Retail insights director Bryan Roberts said it was crucial Iceland reminded shoppers of its commitment to low prices. “The adverts are a timely reminder of Iceland’s own value credentials,” he said. “Although the message is uniquely Iceland, you can see the influence of Aldi and Lidl.”
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