Retailer Iceland is to use a celebrity in its advertising for the first time in a new television, radio, press and direct marketing campaign.
The campaign, created by Manchester-based agency Tom Reddy, features Kerry Katona, the reality TV star and former member of girl band Atomic Kitten, shopping in an Iceland store.
The ads, which will break in October and run until December, will focus on the “quality, value and convenience” of the store’s Christmas lines. Planning and buying is through MediaCom.
The campaign is the first from the retailer since it handed its &£10m advertising business back to Tom Reddy, the agency that came up with its famous “Mum’s Gone To Iceland” strapline in the 1990s. HHCL/Red Cell previously handled the business.