Aunt Bessie's return to I'm a Celeb 2015

Challenge

Aunt Bessie is a much-loved brand – the closest you can get to eating a hug. But in order to hit ambitious sales targets, the brand needed to raise awareness of the breadth of its range. Yorkshire puds alone wouldn’t cut the mustard – we needed to raise the profile of Aunt Bessies desserts and cakes, and convince more mums of their appeal. 

Insight

Aunt Bessie’s is comfort food at its best, made with love, and tasting even better when shared with family. We needed to reach out to families, and particularly busy mums, bringing people together with home comforts and hearty meals as the weather grew colder. The fond association with Aunt Bessie’s Yorkshire puddings would soak through the range of products like melted butter.

Idea

I’m A Celebrity, Get Me Out Of Here is one of our biggest entertainment shows – and it delivers shared family viewing on a huge scale. We would reach out to millions every night for three weeks, broadcasting in Q4, ideal for a warm and comforting brand. Aunt Bessie’s story would be told across multiple platforms with the help of a pair of loveable ambassadors – Margaret and Mabel, a double-act to rival Ant and Dec. Created by VCCP, M&M were sent to the jungle to bring hope and inspiration to campmates and viewers.

Implementation

With this innovative sponsorship of the show, we told Aunt Bessie’s story across all idents, digital and second-screen assets. Margaret and Mabel settled into their glamping home with comfy jungle furniture and plenty of Aunt Bessie’s to fuel their spirits.

Sponsorship idents saw M&M spying on camp, just like Ant & Dec, with copy changing to match content. If campmates lost meals, they’d waft Aunt Bessie aromas towards the jungle!

Social played a major role, and we coordinated daily with Vizeum and The Story Lab: M&M interviewed campmates as they were announced (Lady C said she’d miss caviar most), and videos were seeded socially. M&M tweeted throughout every show, with highlight clips shared using Twitter Amplify. ‘Bessie’s Best Bits’ was a weekly video round-up of exclusive clips and highlights with special commentary from M&M.

Retail specialists Zeal helped take the show instore; with branding on 30m packs, customers had a chance to unpack hidden stars and win prizes. First prize was a trip to Australia, and 49,000 people entered, with the winner announced live by M&M in a special ad in the last show.

The show’s second-screen voting app had a specially designed game called ‘Feeding Frenzy’ where users ‘threw’ Aunt Bessie delights into the mouths of previous IACGMOOH winners.

Results

With this major partnership we set Aunt Bessie on her way to hitting those ambitious targets: 

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    On-pack branding added up to 17% more perceived value for customers in-store.
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    The campaign directly attributed 7.2% towards sales volumes, against the 1.6% average.
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    The activity led to £2.7m Retail Sales Value (RSV)