Could you be the next Katona?
Katona, Nolan, Donovan, Biggins... you could soon find yourself listed alongside these national treasures if you decide to audition to be the new face of Iceland.
The supermarket chain has ditched its traditional, and successful, route of using well-known faces to front its adverts and is instead encouraging members of the public to become "brand ambassadors" in return for a regular supply of Iceland shopping.
This could perhaps be sounding the death knell for celebrity-fronted campaigns, or at least for a certain calibre of celebrity.
Endorsements will, I'm sure, continue to roll in for your George Clooneys and Beyonces, but perhaps not for ex-soap stars and failed pop singers.
The public can see through the facade. No one really thought Kerry Katona was at home rustling up a ready-prepared frozen dinner for her hungry brood, and if they did that dream was left somewhat shattered with the headlines alleging cocaine abuse and bankruptcy.
Iceland is instead taking a more authentically homely, not to
mention cost-effective, approach by encouraging the public to take
part. It also taps into the X Factor/Britain's Got Talent
culture of holding yourself up for public scrutiny (the winning
brand ambassador will be chosen in a public vote.)
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