This is the best summary I could come up with:

The frozen foods retailer has tweaked its strapline to the more neutral “That’s why we go to Iceland” in an advertising push with the TV personality Josie Gibson as its new ambassador.

In 2004, with pop star Kerry Katona fronting its ad campaigns, the strapline was updated to the now classic “That’s why mums go to Iceland”.

Walker said Gibson, who is a mother herself, was “the perfect person to encapsulate the friendly welcome” customers receive at Iceland.

The latest celebrity ambassador represents a change in tactics after Walker’s announcement last year that amid growing losses, it had dropped its Christmas ad in order to invest in “supporting customers during the cost of living crisis”.

The retailer has recently aimed to broaden its appeal to UK shoppers beyond the frozen foods aisles, launching its own household goods range among a variety of new own-label products.

The latest ad campaign will run over 12 months, during primetime TV slots starting from Saturday, including Gogglebox, In for a Penny, Britain’s Got Talent and Made in Chelsea.

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