That's why we go to Iceland

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.