Video: Watch Iceland's new TV campaign
Iceland has ditched celebrity endorsements in its new TV ad campaign written by The Tom Reddy Agency and produced by The Mob Film Company. See it here.
The supermarket chain's ads were once famously fronted by Kerry Katona, but in a change of strategy its new two-part campaign stars 'real Iceland Mums' recruited through in-store competitions.
The ads were directed for The Mob by Vadim Jean with food photography styled by celebrity chef Silvena Rowe.
The Mob is now working on idents for Iceland's sponsorship of the next series of ITV show 'I'm A Celebrity Get Me Out Of Here'.