Josie Gibson Bags a Bargain in Iceland Supermarket Spot

Today, 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’.

Joseph Gummett, marketing director at Iceland, said, “It’s been great to work across the7stars’ agency teams on our long-term, holistic ad strategy. It’s exciting to be making a return to TV with a revitalised brand presence and ambassador. Central to our approach is a commitment to being a reliable and reassuring presence for our customers, keeping them informed about Iceland's exceptional value, friendly welcome and diverse product offering across the year.” 

Barnaby Girling, executive creative director at Supernova, said, “Having established herself as a much-loved, straight talking TV star with a genuine connection to her local Iceland store, Josie Gibson was the perfect person to re-inject some warmth and fun into Iceland’s latest campaign. 

“Josie told us how much time she spends chatting to people while she’s out shopping for her family - so we basically just ran with that. We let Josie loose in-store to ‘helpfully’ interact with a broad range of characters as they fill their baskets with Iceland’s easy meal bargains and the creative took care of itself!” 

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.

Lynsey Brook, head of client team at the7stars, added, “Iceland is not just revitalising its advertising presence but also embracing a dynamic, always-on, through-the-line (TTL) strategy. This strategic shift aims to consistently inform time and budget-conscious consumers about Iceland's exceptional value and diverse product offering.

“By using our data-backed ‘investment planner’ tool to define the long-term brand investment plan, we then began an amazing 360° collaboration with Iceland. From talent acquisition and media planning to a full-service creative offering from Supernova, encompassing casting through to shoot and post, it’s been a seamless project.”

Josie will also feature in Summer and Christmas seasonal executions as part of a 12-month deal with the frozen food specialist.