What Iceland sells are bunch of frozen food which is opposite to 'fresh food'. What Iceland serves is convenience. Some say they will not and never buy frozen food for their children. Who say such words must have time and money for sure.
But Iceland serves their consumers REASONS TO BUY according this AD. BECAUSE MUMS ARE HEROES, Iceland gives consumers SOMETHING TO BACK UP. It weakens the 'health/freshness problem' by emphasis on emotion rather than argue in defence of the brand itself. As a result, it seems that Iceland is on the side of its consumers, which is a good way to bridge the gap between the brand and consumers.
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