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Iceland to replace celebrity ambassadors

Iceland to replace celebrity ambassadors Category: Creative | 08th Feb 2010

Supermarket chain Iceland has revealed it is to no longer have celebrity ambassadors endorsing its products and will instead be replacing them with members of the public.

Colleen Nolan resigned from her role earlier this year, leading Iceland to decide it was going to launch a nationwide search for the next face of its products.

Live auditions will be held up and down the country where candidates will be chosen before being put to the public vote.

Speaking to UK Marketing News, Iceland's marketing director Nick Canning said: "After long and hard consideration we've decided not to replace Coleen and we're turning the spotlight on our customers to give them a chance."

He added that mothers in particular have affection towards the Iceland brand, which runs with the caption "that's why mums go to Iceland".

Other famous faces to have fronted the supermarket's campaigns in the past include Kerry Katona and Jason Donovan.

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

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