Frozen food giant Iceland has teamed up with vlogging network Channel Mum for its latest advertising campaign.

The adverts will feature ‘real mums’ talking about their experience with the brand, in a move away from the retailer’s previous tie-ups with celebrities including Michael Buble, Kerry Katona, Peter Andre and X-Factor singer Stacey Solomon.

Part of the campaign will feature the hashtag #FrozenFriday on social media, where mums are encouraged to share their favourite frozen food meals and food hacks each week, coinciding with the release of a new video in the campaign.

Former Netmums owner and founder of Channel Mum Siobhan Freegard said: “'Recomumdation' is among the most powerful tools available to brands today – and that’s why Iceland want to spread its Power of Frozen message with the help of Channel Mum. Research states a video is worth 1.8 million words and this campaign shows how powerful trusted influencers can be in changing perceptions.”

Nick Canning, joint managing director of Iceland, added: “Channel Mum, their vloggers and the refreshing honesty they bring to all their opinions provide a perfect partner for us to change the way people think about frozen food. We can’t wait to see what happens."