I’m a Celebrity… Get Me Out Of Here! and Tesco Team Up with MediaCom to Expand ‘This Christmas, Nothing’s Stopping Us’

Christmas is known for its perfect pairings: succulent sausages wrapped in crispy bacon, warm mince pies and spiced mulled wine. Not forgetting, of course, Tesco and I’m a Celebrity… Get Me Out Of Here!

For the third year running ITV’s famous reality show and the supermarket giant have teamed up with MediaCom to bring Christmas to life for millions watching at home.

In the new creative, which airs from tonight, three departing campmates will feature in three separate 30-second films, appearing on a replica set as if they have just left the castle before a member of the I'm a Celebrity... production team sets them one final challenge before they can leave.

However, the twist comes when it is revealed that instead of castle critters and fermented fruit, the campmate is actually being rewarded with a delicious festive Tesco feast!

The three films, with three different campmates, will air on Thursday 9th, Friday 10th and Sunday 12th December - the night of the final. They will also air during selected shows during the following week.

The partnership see the global media agency working with the talent leaving the castle in reactive and relevant ways – such as referencing hilarious in-show moments and creating themed challenges true to the show's DNA – to extend Tesco’s already successful Christmas campaign and cut through the noise at a crowded time in the calendar.

Speaking on the launch day of the campaign, MediaCom’s creative systems director Neesha Taneja, said: “Christmas is an incredibly tough time to grab consumer attention. And it’s no longer about the fight for share of voice - we want results. This is why Tesco and I’m a Celebrity is a match made in heaven. The alignment between shopper and viewer really allows us to create culturally relevant content that engages audiences and gets people talking. The Tesco campaign is loud and clear this year - nothing will stop Christmas, and nothing will stop us from growing our relationship with this iconic show.”

Nick Ashley, head of media at Tesco, added: “As with last year it was crucial for us to be in tune with the mood of the nation, and with that we wanted to show that Tesco was not getting to let anything stop Christmas joy. What better partner to show joyful defiance than I’m a Celebrity. Once again, we have leveraged what we love about our Christmas campaign and naturally integrated into the show, creating work we are extremely proud of.”

Simon Daglish, deputy managing director, ITV Commercial said: "We are delighted to welcome Tesco back into the world of I'm a Celebrity... for a third consecutive year. Working closely with Tesco and MediaCom to create a bigger, bolder and more impactful partnership each year proves that we truly are better together, with the brilliant results speaking for themselves."

Tesco, I’m a Celebrity and MediaCom are hoping for more of the same this year, building on the success of the 2020 festive campaign, which focused on popular culture to gain 57% higher ‘talkability’ above benchmark. 

The campaign will run for ten days from tonight (December 9th) to the final of I’m a Celebrity on Sunday 12th December. The list of those involved in campaign buying and planning include: Neesha Taneja (MediaCom), Daisy Ross (MediaCom), Simon Kennedy (MediaCom), Finan Tesfay (ITV) and James Nelson (ITV).