Iceland goes for mums as core customer group

Mum's back at Iceland after an absence of more than a decade.

The frozen food retailer - whose slogan 'Mum's gone to Iceland' became one of the best known in retail - has put the spotlight back on mothers in its latest advertising push.

Bill Grimsey, chief executive of Iceland's parent Big Food Group, said that the campaign, using the tagline 'Because mums are heroes', focuses on the retailer's key customer.

He said: 'The campaign re-emphasises our core strengths as a frozen food retailer that offers mums what they want - good-value deals, conveniently located.'

The new appeal to traditional Iceland shoppers coincided with a like-for-like sales rise of 1.7 per cent at the chain for the 13 weeks to September 26 - the first time Iceland has been in positive territory for three years.

Big Food Group posted a 2.2 per cent increase in like-for-like sales.