Iceland’s nine-year rumble in the jungle

Challenge

For the 9th year of Iceland's partnership with I'm A Celebrity Get Me Out Of Here, it was important that all parties worked together to ensure the sponsorship deepened Iceland's association with the show like never before. 

Insight

Iceland's customers love the show, so the question was how to bring this into their real worlds, offering a clear point of difference within the grocery sector and delighting shoppers.

Idea

Iceland continued their award-winning partnership with another fantastic broadcast, online and retail campaign. This time, ex-jungle campmate Peter Andre starred in Iceland’s idents, successfully linking to the narrative themes of the show. Off-air, we worked with Iceland to offer unique products and experiences, giving new & existing customers a reason to go in store and engage with the brand online.

Implementation

This was another huge campaign across every possible touchpoint. On social media, Iceland used the show to have a conversation with their customers - live show commentary and running promotions and giveaways, including signed celebrity photos from the jungle. 

They reached an engaged online community with a brand new interactive, shareable game; Jungle Crush - an addictive online game with social media sharing, integrating Iceland within a key editorial area of the I'm A Celeb website.

Results

They also enhanced up their own website, with a special I'm A Celeb microsite showcasing the Jungle Crush game, their new 'Exotic Meat Feast' product, their daily voucher giveaways as well as a 'Lucky Stars' sales promotion across the whole of Iceland.co.uk's e-commerce section. 

We continued to deliver a massive presence for Iceland across Itv.com, the ITV Player, and of course the programme website itv.com/imaceleb
 
Iceland brought back the hugely successful Bushtucker trial game as well as launching a brand new I'm A Celeb themed product; the Exotic Meat Feast. The presence of the show was really strong in-store with branded floor vinyls, freezer stickers, shopping bags and a life size Joey Essex photo stand for customers to take their picture and share on social media!

As ever, Iceland's partnership continues to deliver in terms of sales and engagement. Some of the product lines featured in the idents sold out while the show was still on air and both of the branded products - the Bushtucker Trial Game and Exotic Meat Feast - sold out nationwide; generating nearly £500,000 in sales. 
 
In terms of engagement, the Jungle Crush online game was a big success! It was the first time we had created a game for Iceland and proved extremely popular - on the IAC site alone we had 47,000 unique users play the game, spending an average of 14 minutes per session. Over 21% of these users returned, spending an average of 25 minutes playing.
 
The signed celebrity photo giveaways proved popular with 1,200 entries, helping to grow Iceland's Twitter followers (by nearly 2,000) and Facebook likes (by nearly 5,000).