Iceland has dropped the outdated “That’s why mums go to Iceland” slogan to reflect the fact that other people also do grocery shopping. The frozen foods retailer has tweaked its strapline to the more neutral “That’s why we go to Iceland” in an advertising push with the TV personality Josie Gibson as its new ambassador. “I think the new tagline is great because Iceland is not just for mums. Even though mums love it, Iceland is for everybody,” said the presenter, who won Big Brother in 2010. Iceland first used the mums line in 1970, with the slogan “Mums love it”, before moving on to “Mum’s gone to Iceland” in the late 1980s. In 2004, with pop star Kerry Katona fronting its ad campaigns, the strapline was updated to the now classic “That’s why mums go to Iceland”. Iceland’s executive chair, Richard Walker, said the new positioning reflected the supermarket’s expanding customer base: “Iceland’s always been number one with mums and our new campaign celebrates our growing customer base, from across all aspects of the great British public.” Walker said Gibson, who is a mother herself, was “the perfect person to encapsulate the friendly welcome” customers receive at Iceland. It...