Iceland has switched its media buying company by appointing The7Stars, the UK’s largest independent media agency, to handle buying across all channels. This move brings to an end Iceland’s longstanding partnership with Mediacom North, who oversaw Iceland’s long-standing presence on “I’m a Celebrity… Get Me Out of Here”.

“The huge changes taking place in the UK food retailing at present require us to challenge our thinking about every aspect of our business and to look for new ideas and different ways of doing things,” said Iceland joint managing director Nick Canning. “The7Stars team impressed us with their fresh thinking and passion for their business, reflected in their high ranking in the Sunday Times Best Companies survey, and we look forward to working them to maximise public awareness of Iceland across all media in the months and years ahead.”

Canning said MediaCom North, which has worked with Iceland since 2006, had been an excellent partner during that time.