Aunt Bessie's and I'm a Celeb 2014

Challenge

Everyone loves Aunt Bessie's Yorkshire Puddings, but the challenge for this brief was to raise awareness of their full range of products such as deserts, cakes, potatoes, chips and vegetables, to name but a few.

Insight

November marks a change in seasons, the colder weather brings a longing for home comforts and hearty meals. And with Christmas round the corner, the sense of occasion around families coming together for mealtimes is at it's most poignant.

Idea

Showcase the range of Aunt Bessie's products through their sponsorship of one of ITV's biggest entertainment shows - I'm A Celebrity... Get Me Out of Here!

Implementation

This fully integrated partnership featured a range of humorous sponsorship idents showcasing different products in the Aunt Bessie's range and saw their iconic characters, Margret & Mable 'set up camp' in the Australian Jungle.

The partnership was further amplified through extensive on-pack promotion across the full range of Aunt Bessie's products, which gave customers the chance to win STAR prizes every night the show was on-air. What's more, an ITV2 on-air competition, saw viewers have the opportunity to win a trip to Australia, with the winner being revealed in an ad break during the live final.

The campaign was extended across multiple platforms via Twitter Amplify and through the I'm A Celebrity... Get Me Out Of Here! app, which saw Aunt Bessie's become the 'Official Voting Partner' and gave viewers the chance to unlock free votes.

Results