Iceland (supermarket) - Identity and Marketing

Identity and Marketing

The supermarket historically advertised with the slogan Mums Love It, which was changed to Are we doing a deal or are we doing a deal? and Feel the deal in the early 2000s. From the mid-2000s new ads featuring television personality Kerry Katona saw a return to a slogan more traditionally associated with Iceland - So that's why mums go to Iceland!. Their slogans have often been parodied.

On 17 August 2009 Iceland Supermakets announced that Kerry would be sacked from their ad campaigns with immediate effect. This decision followed an investigation by The News of The World which uncovered video evidence of Kerry snorting cocaine in her Wilmslow house.

When the chain bought rival Bejam in 1989, they launched the TV-advertising campaign "Use Our Imagination," which included a powerful song. The campaign was launched so quickly after the takeover that they hadn't time to convert all Bejam stores to the "Iceland" fascia. Because of this in the song for the commercial featured the line "We're at Bejam's too..."

Iceland staff received new uniforms in June 2007. The uniform consists of a red polo shirt with an orange band on the collar and sleeves, A black nylon jacket with the Iceland logo embroidered on it and black trousers.

Another new uniform went live on 1 March 2011. It consists of a 'black' coloured shirt with orange,red and grey coloured stripes running down it and the Iceland logo embroidered on the sleeve, black and orange nylon fleeces and gilets with the logo embroidered, and black jeans. The new delivery drivers' uniform also consists of a large waterproof bomber jacket with the logo on the back, a baseball cap or 'beanie' hat and a striped scarf. Supervisors' uniform consists of black suit trousers and a silvery-grey shirt, and store managers have the addition of a suit jacket and red tie.