Iceland will pick one of its shoppers to become its new brand ambassador following the announcement that Coleen Nolan will be leaving her role as the face of the brand.

The supermarket chain is asking its customers to apply to become its 'new face' and will host auditions for the role next month, with Nolan heading up the judging panel.

Entries will be collected through a microsite created by digital agency And Digital, while the competition will be promoted by Toast PR.

After entrants are whittled down by the auditions it will be up to the public to pick the eventual winner by casting votes online.

Nick Canning, Iceland marketing director, said: "Coleen is undoubtedly a hard act to follow. So after long and hard consideration we’ve decided not to try and replace her and we’re turning the spotlight on our customers to give them a chance.

"Just like Coleen, we’re looking for a new face who loves Iceland and is the perfect blend of personality and charm. Someone who is enthusiastic about Iceland and is literally bursting for the chance to tell everyone else about it. You never know the campaign might even turn the winner into a celebrity themselves."

As well as becoming Iceland's brand ambassador, the winner will also receive a regular supply of Iceland shopping for their family and the chance to test new products before they hit the shelves.

Opting to replace Nolan with a customer brings to an end Iceland's celebrity-focussed advertising strategy. Kerry Katona was notably dropped from its ads last August following tabloid allegations about her private life.