Yahoo News Josie Gibson's new role after This Morning revealed as she follows in Peter Andre and Kerry Katona's footsteps
Josie Gibson recently addressed why she didn't get the main hosting gig on This Morning but while she's still very much part of the show and making frequent appearances, viewers - and shoppers - are set to see more of her as her new role has been revealed.
She has become the new face of supermarket Iceland, in what she has described as a ‘surreal moment’ in her journey. The 2023 I’m a Celebrity... Get Me Out of Here star Josie shot to fame when she won Big Brother in 2010 and has gone on to solidify her place in the hearts of Brits after filling morning TV screens with her iconic Bristolian accent and infectious laugh.
Now, the TV star has become the face of Iceland and will grace TV screens again appearing on the supermarket’s new adverts from Friday (April 19). 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".
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Josie 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.
Shot on location in an Iceland store, the new ad sees Josie shopping the aisles for Iceland’s well-known favourites, including their £1 frozen meals range across pizza, ready meals and ice creams, their value 10 for £10 deal, which includes brands such as Goodfellas and Birdseye, as well as Iceland’s popular 100% fillet chicken strips range.
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."
The campaign marks a significant investment in advertising by the retailer which has more recently focused on seasonal events and deals. This latest campaign will run over 12 months, during primetime TV slots starting from today, including Gogglebox, In for a Penny, Britain’s Got Talent and Made in Chelsea.
Josie will also feature in Summer and Christmas seasonal executions as part of a 12-month deal with the frozen foods specialist. She follows in the footsteps of more I'm A Celebrity stars Kerry Katona and Peter Andre who have in the past been faces of the brand.
