I’m A Celebrity…! stars reveal their festive traditions in the Tesco Christmas Campaign 2018

Challenge

Tesco want their customer’s to know that however they do Christmas, and no matter what they need, they can help. Their Christmas campaign reflects the diverse ways that families across the nation celebrate Christmas, and they wanted to increase the relevance and relatability that everyone’s welcome this Christmas.

Insight

Debate, differences and variety is rich at Christmas time, so while the event is consistent each year, the way we celebrate is different for everyone, even celebrities! 

Idea

Bring former campmates from I’m a Celebrity… Get Me Out of Here! together over Christmas dinner to celebrate and debate how they each do Christmas.

An informal, light hearted spot campaign, running alongside the Tesco main Christmas plan, that allows the talent to be themselves, share their own views and discuss whether Christmas Day for them means vegetarian fare or a turkey feast; if they’re sprout lovers or sprout rejecters; and their favourite pudding traditions.

Implementation

We know that I’m a Celebrity consistently returns each year in the run up to Christmas, just when we’re all preparing for however we do Christmas. With a mix of celebrities thrown together in the camp every year, we know that debate, food and variety are frequent themes of the show. That, combined with the audience scale, made it the perfect environment.

9 x 10” spots were created and produced by ITN Productions and placed around I’m A Celeb on ITV and I’m A Celeb… Extra Camp on ITV2, right up until the final on 9th December.

We also ran a series of social posts from the official I’m a Celebrity… channels and the talent supported the campaign with their own social messages, all adding to the live debate.

Results