14 JAN 2021
2 MIN READ
Tesco presents MEGA partnership with ‘I’m a Celebrity Get Me Out of Here’ this Christmas!
Tesco created contextually-relevant TV ads for the popular show while also partnering with The Sun and sponsoring I’m a Celeb on Twitter to promote their Christmas messaging.
In the build up to Christmas, the Tesco team at MediaCom worked hard to deliver Tesco’s newest campaign which promotes the idea that, after such a challenging year, there is no naughty list.
To continue the success of the campaign, Tesco recently partnered with ITV’s ‘I’m a Celebrity…Get Me Out Of Here!’, forming the most integrated partnership the show has ever had.
In order to achieve this, contextually relevant content was created featuring I’m a Celebrity’s Kiosk Cledwyn. The team worked with ITV to watch the show ahead of time so that they were able to adapt content and reference exactly what viewers had seen on screen, creating an ad that felt like a natural extension of the show.
The campaign also included cheeky confessions from castle mates after they had left the series based on their time in the castle.
In addition, Tesco also partnered with The Sun, both online and in print. In working with ITV and The Sun the ads were as contextually relevant to the latest episodes and surrounding content as possible. Alongside this, Tesco also sponsored I’m a Celebrity on Twitter, pre-rolling relevant content.
Congratulations to all of the team who worked on this campaign!