I'm A Celebrity Get Me Out Of Here! & Kelloggs boost Asda's footfall over Christmas

Challenge

Asda wanted cut through the retail market and drive footfall to their stores over the competitive Christmas period, and what better way to do this than partner with the nation's favourite show this Winter I'm A Celebrity...Get Me Out Of Here! for maximum exposure and impact on their brand.

Insight

We know that millions of people in the UK are tuning in every night to watch I'm A Celebrity..! The show's demographic peaks particularly well for Housewives with Children, who are the ideal audience for this on-pack partnership. The competition doesn't just promote Crunchy Nut as a delicious family breakfast meal, however it engages the audience with the show they love. Offering an I'm A Celeb style 'gold star' challenge to win a trip to Australia, the home of the jungle, was a seamless and natural way of fusing the on-pack promotion with the viewer's experience of watching the show.

Idea

The idea was to launch an on-pack competition with Crunchy Nut Cornflakes exclusive to Asda, giving customers the chance to win one of five holidays to Australia, supported by a VOD and digital package focused on driving footfall into Asda stores to pick up a packet. 

To bring this idea to life we collaborated an on-pack competition to offer customers the chance to win 5 holidays for 4 to Australia. Customers have to find 1 of 5 gold stars to win the competition, and the campaign was to be exclusive to Asda stores only and distributed across 900,000 packs!

Implementation

The campaign was supported with an IAC themed tag on current creative to run across IAC VOD
3 x Splash Reveals on ITV.com - running from Sunday 18th November, Tuesday 27th November, Saturday 8th November. We also had 300,000 mixed display formats on IAC site. 6 x Ad Tiles featured in the in IAC App - between Tuesday 20th November, Saturday 24th November, Tuesday 27th November, Saturday 1st December, Tuesday 4th December.

Results