It’s no longer just mums who go to Iceland, according to the supermarket’s new slogan, which has opened the shopping experience up to everyone. ‘That’s why we go to Iceland’ is the new tagline to replace ‘that’s why mums go to Iceland,’ which was used in its original incarnation back in 1970s adverts. Iceland has announced the new slogan as part of a branding push this week, which will see adverts fronted by TV personality Josie Gibson.