It was thought that the frozen food retailer would axe Katona after allegations that she had taken drugs, which she denies.
In January, it was reported that Iceland was dispensing with, or at least scaling down, its advertising connection with Katona.
It was said that the constant tabloid reporting of the "car-crash" elements of her life, including drugs, debts, and breakdowns, had become detrimental to Iceland's brand values.
Critics argued that Katona had become bigger than the brand, with media coverage overshadowing rather than enhancing brand values.
However, it was also pointed out by some that Katona guaranteed front-page headlines. Iceland refused to comment on the speculation.
Iceland's ads, which are created by Tom Reddy Advertising, have recently used other stars including Jason Donovan and Coleen Nolan, adding fuel to the speculation that Katona would be dropped once her contract came up for renewal in March.
However, in a statement sent to Brand Republic, Iceland said: "We can confirm that Kerry Katona's contract is in the process of being renewed for another 12 months."
Comments
will somone explain to me how on earth this woman is still being seen as an aspirational person? is britain in such a sad state that mums look up to a drug addict as a person to aspire to?! upon that even amy winehouse voted as the top heroine?!
its really quite sad to see young people and even mums looking up to these types of people with advertising fuelling this trend.
Though its sad to say the chances are that Iceland must see her as a perfect fit with their market. "Mums gone to Iceland" (on the way back from the pub and social services).
Kerry gurantees column inches even if it is for the wrong reasons which is good for Iceland and just goes to show the old maxim - there's no such thing as bad publicity - still holds true
A spokesperson, shouldn’t be a publicity stunt, they are supposed to represent the brand. Putting a human face to it for easier consumer understanding, how have Iceland decided to put that face to their brand?
i agree with Matt. i realise she gets extra column inches blah blah blah. but surely the brand or even the industry should try aim for more aspirational people and send mroe of a positive image out? and not simply fuelling her habit and driving mums to be dumb (or dare i say for some even dumber?)
It's all very well saying that but you're being idealistic. The sad fact is that the sort of consumer Iceland is hoping to appeal to through Kerry Katona doesn't aspire to much in life.
i agree im a bit of an idealist. but surely theres someone better than kerry katona?!
Who are the top chav icons?
Wayne and Coleen have just been dropped by Asda. Not much of an improvement on Katona but I'd rather have those two than her.
At least you can actually imagine Kerry Katona shopping in Iceland - unlike the sight of Posh Spice in that ridiculous Tesco ad. Iceland clearly understand their target market.
If Findus Crispy Pancakes form a staple part of your diet, then Kerry Chip-Shop is probably someone to look up to. To be fair, she can do a boatload of charlie in a single sitting; you've got to respect that.
The worst part is she is the human equivalent of a car crash. You don’t want to look at the horrible thing but you just can’t help yourself. I thought Tesco did well with Terry Wogan and Morrisons with Alan Hanson as a spokesperson. I can’t help but feel the money from this deal will only sponsor another bout in rehab for her thou and like a car crash I wont be able to help myself and look.
The worst part is she is the human equivalent of a car crash. You don’t want to look at the horrible thing but you just can’t help yourself. I thought Tesco did well with Terry Wogan and Morrisons with Alan Hanson as a spokesperson. I can’t help but feel the money from this deal will only sponsor another bout in rehab for her thou and like a car crash I wont be able to help myself and look.
The worst part is she is the human equivalent of a car crash. You don’t want to look at the horrible thing but you just can’t help yourself. I thought Tesco did well with Terry Wogan and Morrisons with Alan Hanson as a spokesperson.
Dennis Van Outen for Morrisons is a bewildering choice of brand ambassador although she's more palatable than Katona. Even Jordan is an improvement on Katona.
I actually think Jamie Oliver in the Sainsbury's ads is as nauseating as Katona
I actually think Jamie Oliver in the Sainsbury's ads is as nauseating as Katona
Comments
Tommy Mancktelow - 29/04/2008
will somone explain to me how on earth this woman is still being seen as an aspirational person? is britain in such a sad state that mums look up to a drug addict as a person to aspire to?! upon that even amy winehouse voted as the top heroine?! its really quite sad to see young people and even mums looking up to these types of people with advertising fuelling this trend.
Simon Hamer - 29/04/2008
Though its sad to say the chances are that Iceland must see her as a perfect fit with their market. "Mums gone to Iceland" (on the way back from the pub and social services).
Mark Smith - 29/04/2008
Kerry gurantees column inches even if it is for the wrong reasons which is good for Iceland and just goes to show the old maxim - there's no such thing as bad publicity - still holds true
Matt Lynch - 29/04/2008
A spokesperson, shouldn’t be a publicity stunt, they are supposed to represent the brand. Putting a human face to it for easier consumer understanding, how have Iceland decided to put that face to their brand?
Tommy Mancktelow - 29/04/2008
i agree with Matt. i realise she gets extra column inches blah blah blah. but surely the brand or even the industry should try aim for more aspirational people and send mroe of a positive image out? and not simply fuelling her habit and driving mums to be dumb (or dare i say for some even dumber?)
B Agotcha - 29/04/2008
It's all very well saying that but you're being idealistic. The sad fact is that the sort of consumer Iceland is hoping to appeal to through Kerry Katona doesn't aspire to much in life.
Tommy Mancktelow - 29/04/2008
i agree im a bit of an idealist. but surely theres someone better than kerry katona?!
B Agotcha - 29/04/2008
Who are the top chav icons?
Mark Smith - 29/04/2008
Wayne and Coleen have just been dropped by Asda. Not much of an improvement on Katona but I'd rather have those two than her.
Nicola Clark - 29/04/2008
At least you can actually imagine Kerry Katona shopping in Iceland - unlike the sight of Posh Spice in that ridiculous Tesco ad. Iceland clearly understand their target market.
Phil Hickes - 29/04/2008
If Findus Crispy Pancakes form a staple part of your diet, then Kerry Chip-Shop is probably someone to look up to. To be fair, she can do a boatload of charlie in a single sitting; you've got to respect that.
Matt Lynch - 29/04/2008
The worst part is she is the human equivalent of a car crash. You don’t want to look at the horrible thing but you just can’t help yourself. I thought Tesco did well with Terry Wogan and Morrisons with Alan Hanson as a spokesperson. I can’t help but feel the money from this deal will only sponsor another bout in rehab for her thou and like a car crash I wont be able to help myself and look.
Matt Lynch - 29/04/2008
The worst part is she is the human equivalent of a car crash. You don’t want to look at the horrible thing but you just can’t help yourself. I thought Tesco did well with Terry Wogan and Morrisons with Alan Hanson as a spokesperson. I can’t help but feel the money from this deal will only sponsor another bout in rehab for her thou and like a car crash I wont be able to help myself and look.
Matt Lynch - 29/04/2008
The worst part is she is the human equivalent of a car crash. You don’t want to look at the horrible thing but you just can’t help yourself. I thought Tesco did well with Terry Wogan and Morrisons with Alan Hanson as a spokesperson.
B Agotcha - 30/04/2008
Dennis Van Outen for Morrisons is a bewildering choice of brand ambassador although she's more palatable than Katona. Even Jordan is an improvement on Katona.
Mark Smith - 30/04/2008
I actually think Jamie Oliver in the Sainsbury's ads is as nauseating as Katona
Mark Smith - 30/04/2008
I actually think Jamie Oliver in the Sainsbury's ads is as nauseating as Katona