That's why we go to Iceland

Agency: Supernova @ the7stars


TV favourite and 'I’m a Celeb' star Josie Gibson has become the new face of Iceland in a deal brokered by the7stars. The hero TV spot airs tonight on Channel 4 at 9pm, alongside the latest series of Gogglebox, marking the brand's return to TV screens after being off the air for over a year.

The new 30” spot, created by Supernova, the7stars’ in-house creative shop, was shot on location at Iceland’s Deeside store. It follows Josie as she shops the aisles, picking up Iceland’s well-known favourites, whilst chatting to customers and bagging herself a bargain.

The much-loved Bristolian mum also debuts the brand’s 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’.

This latest campaign marks a significant longer-term investment in advertising by Iceland, which has previously focused on seasonal events and deals. Media planning and buying by the7stars will see the TV ad run over 12 months, during primetime TV slots on shows such as Britain’s Got Talent, Gogglebox and Made in Chelsea. The full channel mix extends to BVOD, online video, publishing, audio, and social media.

This professional campaign titled 'That's why we go to Iceland' was published in United Kingdom in April, 2024. It was created for the brand: Iceland, by ad agency: Supernova @ the7stars. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 1 month ago.


Brand: Iceland
Joseph Gummett, Marketing Director, Iceland & The Food Warehouse
Katie Thomas, Marketing Communications Manager, Iceland & The Food Warehouse

Creative: Supernova @ the7stars
Hero Talent Broker – Barty Mee
Executive Creative Director - Barnaby Girling
Creative Director - Mark Robinson
Head of Creative Services - Suzi Napier
Head of Production - Callum Johnston
Producer - Olivia Lynch
Director - Rosie Gaunt Mathieson
Director of Photography - Chris Clarke
Editor - Matt Pochettino

Media: the7stars
Lynsey Brook, Head of Client Team, the7stars
Georgina Simms, Client Lead, the7stars
Jonny Harrison, Head of Digital Strategy, the7stars
Amber Stephens, Account Director, the7stars
Adam Clark, Planner, the7stars

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