Iceland is famously known for its stand-out slogans such as ‘Mums Love It’ and the current ‘So that’s why mums go to Iceland’. In recent years, the company’s £8m-a-year TV advertising has been fronted by television personality Kerry Katona. The reality TV star continues to be the face of Iceland’s advertising campaign despite concerns about her public behaviour following her bizarre appearance on ITV’s This Morning programme in October 2008.

The Iceland brand was also promoted through its major sponsorship of the 2006, 2007 and 2008 series of reality TV show ‘I’m a Celebrity…Get Me Out of Here!’ – a show which Kerry featured in and won in 2004.