Iceland looks for ordinary customers to front ads

Iceland is looking for its first non-celebrity brand ambassador in a nationwide search to replace The Nolan’s Coleen Nolan and other famous faces including Kerry Katona.

The frozen food specialist store has unveiled a nationwide search for a customer to become the “New Face of the brand”.

It comes after after Coleen Nolan announced she would be leaving her role as the ‘advertising face’ of Iceland supermarkets, following the reformation of The Nolans last year.

Iceland is asking its customers to apply for the role of New Face with live auditions held around the country at the end of March. They will be led by a judging panel which will be headed up by Coleen Nolan and watched over by Iceland chairman Malcolm Walker.

The shortlist will then be presented to Iceland customers and the public to pick the eventual winner, casting their votes online with the “New Face” announced in April. Entries will be collated through the Iceland website.

Iceland Foods have appointed digital agency And Digital to develop the microsite and PR is being handled by consumer and B2B agency, Toast PR.

Nick Canning, Iceland marketing director, says: “Coleen is undoubtedly a hard act to follow”, explains . “So after long and hard consideration we’ve decided not to try and replace her and we’re turning the spotlight on our customers to give them a chance. At Iceland, our customers are very important to us, especially Mums and we know they have a great deal of affection for our brand.”

“Just like Coleen, we’re looking for a new face who loves Iceland and is the perfect blend of personality and charm. Someone who is enthusiastic about Iceland and is literally bursting for the chance to tell everyone else about it. You never know the campaign, might even turn the winner into a celebrity themselves! As well as becoming a brand ambassador for Iceland, the New Face will also win a regular supply of Iceland shopping for their family including a chance to test out new product ranges before they hit the shelves.“

Iceland dropped celebrity Kerry Katona from its TV advertising after photographs released in a weekend paper showed the star allegedly snorting drugs.

Last year, it signed up to continue its four-year long sponsorship of hit ITV show “I’m a Celebrity.….Get Me Out of Here” for a further two years.

Latest from Marketing Week

Get ready for Cannes 2018: Hot topics and what to see

Cannes Lions

With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here