ZEAL’s biggest campaign to date hits TV screens this weekend as Aunt Bessie’s makes its debut as headline sponsor of hit ITV show ‘I’m A Celebrity…Get Me Out Of Here!’. In a partnership that ZEAL helped Aunt Bessie’s to pitch and win, the brand will be the main headline sponsor of the Ant and Dec fronted family favourite show for the next 3 years.
To help maximise the sponsorship, ZEAL was commissioned to create an ACTIVATION campaign to engage supermarket shoppers, inspire consumers and promote sales of the entire range of Aunt Bessie’s products. The campaign is headlined by an exciting WIN promotion running across the entire Aunt Bessie’s portfolio.
The promotion gives consumers the chance to Win 10 ‘I’m A Celeb…’ Star Prizes EVERY DAY the show is on-air. Prizes range from Australian Family Holidays to UK Glamping Breaks and Aunt Bessie’s Bushtucker Hampers. Daily entry is free with STAR CODES from promotional packs, so the more packs consumers buy, the more chances they have to win.
Creative director Stewart Hilton goes behind the scenes of the on-pack mechanic:
“We wanted to make Aunt Bessie’s consumers feel part of this year’s ‘I’m A Celeb…’ action. By giving prizes away every day the show is on air, we not only create lots of opportunities for consumers to win, we also encourage families to get the Aunt Bessie’s out of the freezer more often. The packs themselves have been designed to really stand out in the supermarket, utilising the ‘I’m A Celeb…’ logo and the Star graphic that are both instantly recognisable to our core family audience.”
To complement the on-pack promotion, ZEAL has created a mobile responsive microsite that will become a digital hub for more jungle content during the TV series, as well as making it very easy for consumers to enter codes and get involved.
Beyond the packs ZEAL has developed a flexible suite of high impact shopper marketing materials for ALL of the big retailers.
Says Rachel McHale, Group Account Director at ZEAL and head of the Aunt Bessie’s account:
“In the past ‘I’m a Celeb…’ has only really been visible in Iceland stores. One of the biggest opportunities for Aunt Bessie’s and for ITV in 2015 is to extend the reach into every supermarket in the land. All grocery retailers are keen to focus on the ‘Big Night In’ occasion at this time of year and a high profile promotion with ‘I’m A Celeb…’ will really help them to do this”.
Demand for the shopper elements has been extremely high and as the show kicks off this weekend, the Aunt Bessie’s campaign will be featured on everything from digital 6-sheets, in-aisle media and even on the side of ASDA home delivery vans, a first for the category.
Beyond the store, ZEAL has created a social media content plan featuring the brand’s own version of Ant & Dec, “Margaret & Mabel”. The curtain twitching grannies who keep a watchful eye on the countries housewives will now have their binoculars firmly on the jungle campmates, providing us with a stream of exclusive behind the scenes content to fuel the Aunt Bessie’s social channels.
Robert White, Planning Director at ZEAL puts the whole project into context:
“It was fantastic to be involved at the very early stages pitching to ITV’s ‘I’m A Celeb…’ team and, as genuine fans of the show, we’ve found adapting the show’s assets to fit the needs of the Aunt Bessie’s brand to be pleasurably simple. This is just year 1 in a 3 year project but we hope it will give the brand and the show a real boost this season.”
‘I’m A Celebrity…Get Me Out Of Here’ kicks off on Sunday 15th November at 9pm on ITV. Promotional packs are already in-store so get involved now because as Ant & Dec always say… “It might be you!”
If your brand deserves some Celebrity treatment, get in touch today and we’ll lead you through the jungle firstname.lastname@example.org.