Iceland historically advertised with the slogan "Mums Love It", which was changed to "Are we doing a deal or are we doing a deal?" and "Feel the deal" in the early 2000s. From the mid-2000s ads featuring Kerry Katona saw a return to a slogan more traditionally associated with Iceland – "So that's why mums go to Iceland!" Katona was dropped as the face of Iceland in 2009, after a tabloid newspaper published pictures allegedly showing her taking cocaine. She was succeeded by Coleen Nolan, Ellie Taylor, Stacey Solomon and Jason Donovan, who has also frequently appeared in the company's Christmas advertisement campaigns. Peter Andre is the current face of the firm. The current main tagline is the truncated "That's why mums go to Iceland". Store fronts also bear the tagline "food you can trust", and carrier bags in stores bear the tagline "the frozen food experts". Since May 2015, the TV adverts have used the tagline and hashtag of "Power Of Frozen" and are fronted and voiced over by Peter Andre.