Iceland to choose a customer as new ambassador

Iceland: ex-ambassador Kerry Katona
Iceland: ex-ambassador Kerry Katona

LONDON - Iceland is to pick one of its customers to become its brand ambassador, ditching its celebrity-focused strategy of recent years.

The supermarket chain has launched a nationwide PR campaign to find a 'new face of the brand', inviting people to attend live auditions at the end of March. These will be judged by Iceland's chairman, Malcolm Walker, and its current 'face', Coleen Nolan, who said last week that she would be giving up her role.

Members of the public will then be able to vote from an online shortlist of candidates, with a winner being selected in April.

Digital agency And Digital has created a microsite, Newfaceoficeland.co.uk, to promote the auditions.

Iceland has had a tradition of using celebrities in its marketing activity. In 2006, it began sponsoring ITV's 'I'm a Celebrity... Get Me out of Here!', with idents in 2008 featuring former contestants including Kerry Katona, Christopher Biggins and Jason Donovan.

Katona's stint was troubled by several tabloid revelations about her drug-taking and family problems, but the retailer stood by her until last August, when the 'News of the World' obtained secret camera footage that appeared to show her taking cocaine.

Iceland's 2009 Christmas activity featured Donovan and Nolan.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message