Iceland dumps celebs from TV ads

02/08/2010 (4 h 54 m ago)

Supermarket will use a customer rather than stars such as Kerry Katona, Christopher Biggins and Coleen Nolan Iceland's television campaigns have featured Kerry Katona, Christopher Biggins, Coleen Nolan and Jason Donovan, but now the brand is turning its back on celebrities and launching a nationwide search for a customer to become the face of the supermarket chain. Auditions will be held around the country at the end of next month in front of a judging panel headed by Nolan, the star of Iceland's most recent ad campaign, who announced she was stepping down last week . The winner, who will be chosen in a public vote, will become a "brand ambassador" for the chain and win a regular supply of Iceland shopping, as well as the chance to try out new recipes before they arrive in store. Katona was dropped from Iceland's advertising last year after the News of the World published pictures allegedly showing her taking cocaine . "Coleen is undoubtedly a hard act to follow," said Nick Canning, the Iceland marketing director. "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." The store has appointed digital agency And Digital to develop a microsite to handle entries, which will be collated through the iceland.co.uk website. Public relations is being handled by Toast PR. Iceland will celebrate its 40th birthday later this year. • To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication". Advertising Marketing & PR Supermarkets John Plunkett guardian.co.uk © Guardian News & Media Limited 2010 | Use of this content is subject to our Terms & Conditions | More Feeds

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