No Naughty List




Tesco partners with I’m A Celebrity Get Me Out Of Here in the launch of their new "No Naughty List" Christmas campaign.



Christmas 2020 marked the end to a year that everyone would remember, but for all the wrong reasons. Brits needed more festive encouragement than ever and Tesco set out to create some much-needed joy in the run up to Christmas.

Christmas adverts from the nation’s biggest retailers are always hotly anticipated, but the enormity of the COVID pandemic meant the tear-jerkers would be unavoidable.


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.


Over 20 million people saw Tesco’s show integration on TV, with an additional 8.2m reached on The Sun and 2.8m on social.

It got the nation chattering generating PR with a combined reach of 183 million.

Moreover, the campaign contributed to an 8.1% YoY sales increase across the Christmas period, meaning Tesco definitely weren’t on the naught list!

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