Iceland ditches celebs and turns to ‘mummy vloggers’ in marketing U-turn
Iceland has vowed to kick its habit of using celebrities to front ad campaigns and is instead turning to ‘real mums’ through a deal with vlogger network Channel Mum.
The frozen food retailer has earned a reputation over the years for its tie-ups with pop-singers including Michael Buble, Kerry Katona, Peter Andre and X-Factor singer Stacey Solomon. But it has proven to be a dangerous game.
The reported £250,000 deal with Katona ended sourly when pictures emerged of her allegedly snorting cocaine. Andre was then hired to repair some of the brand damage but that deal wasn’t renewed, perhaps in light of Read full story ›
Source: The Drum
