In February, the frozen-food chain invited consumers to attend nationwide auditions to replace Loose Women's Coleen Nolan as the face of the brand.
Mother-of-two Ellie Taylor was initially selected by the public from a shortlist. However, Iceland said that, because of the "high calibre" of candidates and positive response from customers, it subsequently selected 16 more women to appear in the TV activity, which debuts at the end of the month.
The autumn campaign, created by agency Tom Reddy, shows the mums at home sharing Iceland food with friends and family. The Christmas TV ads are being developed by the retailer's recently appointed agency, Beta.
Nick Canning, Iceland's marketing director, said the approach will "add authenticity".
The shift in strategy follows last year's axing of brand ambassador Kerry Katona. She had been the face of the brand for four years, but was dropped after a tabloid expose alleging cocaine use.