Tesco took a different tact. The country was downtrodden and needed laughter, so Tesco’s creative showed people confessing to their lockdown misdemeanours in a bid to make us all feel just that bit better. From terrible home haircuts to stockpiling toilet roll, the confessions culminated with the idea that this year, there would be no Santa’s naughty list, as the year had been hard enough.
The voiceover that announced “Britain, have all the treats you want, because this year at Tesco there is no naughty list” aligned perfectly with Tesco’s sponsorship of I’m a Celebrity Get Me Out of Here – with naughtiness-fuelled, reactive adverts. The collaboration ran across 400+ spots, first in break positioning every time. Content consisted of campmates, Ruthie Henshall, Jessica Plummer, Jordan North and ‘Kiosk Cledwyn’ confessing to real-life camp naughtiness, rewarded with a delicious food spread.
The reactive nature meant that Tesco were given exclusive early content access and a 12hour window in which to script and record ‘Kiosk Cledwyn’ films directly referencing what viewers had just seen in the show, ready to run first in break. Dependent on how camp life played out, 7 films were scripted, recorded in Tesco’s ‘Confession Chamber’ and bought to air. Camp secrets were confessed in direct-to-camera films with celebrities forgiven by Tesco and encouraged to indulge with scrumptious Tesco food and drink.
Reactive content extended to the UK’s biggest popular newspaper, The Sun, who advised our team on the I’m a Celeb editorial content for the next morning, meaning that in 5 hours we created contextually relevant ads to book-end print and surround online editorial.