Iceland signs Peter Andre as celebrity ambassador

Peter Andre: in 2004's 'I'm A Celeb'
Peter Andre: in 2004's 'I'm A Celeb'

Peter Andre has been recruited as the new face of Iceland, the frozen food retailer, which will roll out TV ads featuring the former pop star.

The Australian singer-turned-TV presenter topped the charts in the 90s before returning to fame in 2004 with an appearance in Iceland-sponsored ITV show ‘I’m A Celebrity…Get Me Out Of Here!’.

He follows in the footsteps of previous Iceland ambassador Kerry Katona, who appeared in the same series of ‘I’m A Celebrity…’. Other reality TV stars to front campaigns for Iceland include Stacey Solomon and Jason Donovan.

The supermarket’s most recent TV ad featured a man and woman on a date, revealing at the end that the male character is a driver for Iceland. The ad used Michael Bublé’ song ‘Just Haven’t Met You Yet’.

Nick Canning, Iceland joint managing director, said: "The UK food retail market is more competitive than ever, so it is vital that we make the most of our advertising spend to achieve a real impact on consumers.

"Peter Andre has a very high profile with our customers as a singer, presenter, parent and TV personality. We look forward to working with him to make the whole country more aware of Iceland’s outstanding value, great quality, brilliant service and industry-leading innovation."

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