Josie Gibson becomes new face of supermarket Iceland

Now, the much-loved mum of one becomes the face of Iceland and will grace TV screens again appearing on the supermarket’s new adverts from today (19th April). The ad sees the debut of its new strapline: ‘That's why we go to Iceland’, which many will be quick to spot is an update on the strapline synonymous with the brand, ‘That’s why mums go to Iceland’. Josie Gibson said: “I remember shopping in Iceland when I was a little girl, so it feels incredibly surreal to be working with them as the face of the brand. “I love that Iceland is a great British business always doing the right thing for shoppers. I admire and support their commitment to bringing the best value products and deals to its customers. “Shooting the ad and meeting the team was so much fun and I can’t wait for people to see it.” Josie’s first job as the new face of the brand was to get on the tills and serve shoppers in one of its stores before having a go at stacking one of the supermarket’s iconic freezers. The store team also presented Josie with her own Iceland jacket and name badge, which she was eager to wear as she met colleagues and customers. Richard Walker, executive chairman of Iceland Foods, thinks Josie is the ideal person for the campaign: “With her famous warmth and positivity, Josie is the perfect person to encapsulate the friendly welcome all our customers receive at Iceland and we’re delighted to have her onboard. “Iceland’s always been number one with mums and our new campaign celebrates our growing customer base, from across all aspects of the great British public. “We’re excited to be working with Josie and can’t wait to see the great things we’ll do together to show that’s why we go to Iceland.”