So who will go to Iceland? The frozen food chain, that is. Not the country.

The topsy-turvy world of celebrity advertising has been plunged into turmoil this week after Kerry Katona, the former Atomic Kitten singer and one-time winner of I’m a Celebrity ... Get Me Out of Here!, was sacked as the face of Iceland, the frozen food retailer, after the News of the World ran photographs apparently showing her snorting cocaine in her home in Wilmslow. Class A drugs, it turns out, were not what the retailer had in mind when it came up with the strap-line: “For busy mums planning a party”. So Ms Katona’s less-than-pure image was felt to be incongruent with the retailer’s offerings – two-for-one frozen prawn rings and sweet and sour chicken balls.