ITV Stars Reveal Their Festive Traditions in the Tesco Christmas Campaign

MediaCom UK last night unveiled the latest spot in Tesco’s ‘However you do Christmas, Everyone’s Welcome at Tesco’ campaign, created and produced by ITN Productions; adding some familiar ITV faces to debate their favourite way to celebrate the festive season.

The bespoke 10-spots will feature well-known talent from past years of ‘I’m A Celebrity…Get Me Out of Here’, including 2017’s winner Georgia Toffolo as well as Larry Lamb, Melanie Sykes and Adam Thomas. The new spots will play in the same ad break as the existing 30 second commercials and see the celebrities fire up the light-hearted debate by sharing their own views on food festivities and 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.

With debate, differences and variety at the heart of Tesco’s Christmas campaign, MediaCom worked with ITN Productions and BBH to develop the celebrity-inspired spots to maximise the impact of the TV creative and produce communications that would resonate with the diverse ways that families across the nation celebrate on Christmas Day.

James Parnum, partner at MediaCom UK said: “This partnership with some of the country’s favourite celebs is the perfect way to increase the relevance and relatability of Tesco’s TV campaign message that everyone is welcome this Christmas. The new spots really extend the fun debate that Tesco is trying to inspire and add that extra bit of energy to the message that there is no ‘one’ way to celebrate Christmas. We wanted to keep the tone light and share the authentic food and drink experiences that make the festive season special for Toff, Mel, Larry and Adam.”

Alessandra Bellini, chief customer officer at Tesco said: “We want our customers to know that however you do Christmas, and no matter what you need, we can help. With Tesco reuniting former contestants from I’m A Celebrity…Get Me Out of Here! it gives TV viewers an insight into how they celebrate Christmas amidst one of the biggest shows across the period. It’s about celebrating with customers the festive favourites and little quirks that make Christmas so special.”

Director of partnerships and branded content at ITV Claire Heys said: “"I'm A Celebrity...Get Me Out of Here! is synonymous with the build-up to the festive season and ITV is proud to be working with Tesco to amplify their Christmas campaign on this brand partnership during one of the biggest programmes of the year."

The specially created celebrity spots will appear exclusively during ‘I’m A Celebrity… Get Me Out of Here!’ on ITV on 27th November 2018, as well as in ‘I’m A Celebrity Extra Camp’ on ITV2. The spots will also see social activation on ‘I’m A Celebrity…Get Me Out of Here!’ and Tesco’s social channels. The campaign will culminate during the show’s final on Sunday December 9th.