Iceland has dropped its iconic slogan after more than 50 years, and has finally admitted that it’s “not just for mums”.
We all know that “that’s why mums go to Iceland” is one of the most famous slogans in British retail history… but, as of last week, more than 50 years since it was first uttered on TV, Iceland has decided to say farewell to the iconic phrase.
The headline-grabbing move is thought to be the supermarket‘s bid to become more inclusive, as it has cited the decades-old tagline as “outdated”.
Iceland’s first use of ‘mum’ in its’ marketing campaigns was all the way back in 1970 with the phrase “Mums love it”, before it was slightly changed to “Mum’s gone to Iceland” in 1988 ahead of its expansion into Europe in 1991.
Iceland has dropped its iconic slogan after more than 50 years / Credit: Iceland Foods
Then finally, in 2004, the frozen food retailer introduced its now most-iconic strapline, “So that’s why mums go to Iceland”, to coincide with introducing celebrity pop star Kerry Katona as the new face of its TV advertisements.
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But now, as part of its latest advertising campaign, the world ‘mum’ has been dropped once and for all in favour of the altered tagline “That’s why we go to Iceland.
Explaining its decision to part way with its use of ‘mums’, Iceland’s Executive Chairman Richard Walker commented: “Iceland’s always been number one with mums, but the reality is, people from all walks of life, and life stage, choose to shop with us. That includes everyone from students and seniors, to single-parent families, mums, dads, and fitness enthusiasts.
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“We’re a Great British institution, and open to all.”
Alongside the new slogan, Iceland is continuing its tradition of appointing celebrity mums as the face of the company.
TV presenter Josie Gibson has landed the role of the supermarket’s new ambassador.
“With her famous warmth and positivity, Josie is the perfect person to encapsulate the friendly welcome all our customers receive at Iceland,” Mr Walker continued, adding that the retailer is “delighted to have her onboard”.
Featured Image – Iceland Foods
Shopping
Trafford Centre begins months-long refurb of its iconic The Orient foodhall
Emily Sergeant
A new era for The Orient is on the horizon, as the Trafford Centre has begun its months-long refresh of its iconic foodhall.
Forming part of its ongoing commitment to ‘enhancing the visitor experience’, the Trafford Centre is investing in a major refresh of seating and customer facilities within The Orient – creating a more vibrant and welcoming environment for guests to eat, meet and relax.
Works are now underway and will be delivered in phases over the coming months.
Improvements are being carried out in phases to minimise disruption to shoppers, while creating a more comfortable and contemporary dining environment at the same time.
The refreshed area will increase seating capacity by more than 60%, introducing a range of new seating styles in the process – including banquettes, family-friendly tables, accessible seating for guests with mobility requirements, and dedicated areas equipped with phone and laptop charging facilities.
The Trafford Centre begins months-long refurb of its iconic The Orient foodhall / Credit: The Manc Group
Inspired by The Orient’s longstanding maritime heritage, the design takes cues from a contemporary cruise liner, and the space will also feature upgraded furniture and enhanced lighting, alongside flexible areas designed to encourage visitors to spend more time in there.
There’ll also be modern furnishings and a ‘refreshed’ colour palette to create a brighter and welcoming environment.
“The Orient is one of the most popular destinations within Trafford Centre, welcoming millions of visitors each year,” a Trafford Centre spokesperson said on the refurb.
“This investment reflects our commitment to continually improving the experience for our guests, creating a more modern, comfortable and social environment where visitors can meet, dine and spend time together.
“The improvements will not only significantly increase seating capacity but also deliver a much more flexible and accessible space for all visitors to enjoy.”
Featured Image – The Manc Group
Shopping
Home Bargains has announced a special two-day closure of all UK stores
Emily Sergeant
Home Bargains has, once again, announced it’ll be closing all its UK stores on both Boxing Day and New Year’s Day this year.
And it’s to make sure staff get a ‘well deserved break’.
After what has been yet another busy year for the retail industry, many workers have been left feeling like they could do with a little extra time off, which is why Home Bargains is following on with what has become a now-annual tradition by shutting up shop on two bank holidays.
All of our stores will be closing for Boxing Day & New Years Day.
Announcing the move in a post on social media, the discount retailer confirmed: “All of our stores will be closing for Boxing Day and New Years Day. We would like to thank all our colleagues for how hard you have worked this past year, and want you to relax and enjoy the Christmas break with your loved ones.”
Of course, this isn’t the first time the retailer has kept its doors shut on bank holidays.
Many shoppers will recall it has made the same decision to give hardworking staff a break every year since 2019.
Explaining a little more about the decision taken to close all its stores, Home Bargains said: “As a family-run business, we know the importance of being together at Christmas with those we care about most, now more than ever.
Emily Sergeant -
22nd April 2024 
