Partnership supports Tesco’s uplifting ‘No naughty list’ Christmas message

Tesco is partnering with ‘I’m A Celebrity...Get Me Out of Here’ for a third successive year, as the retailer launches the next phase of its ‘No Naughty List’ festive campaign with a series of reactive, contextual spots. 

The campaign, launching during tonight’s episode (23rd November) of ‘I’m A Celebrity…Get Me Out of Here’, sees Tesco activating an up-to-the minute campaign that follows the goings-on in the castle, as the celebrities battle it out in TV’s toughest entertainment challenge. 

Tesco’s brilliant new ‘I’m A Celebrity...Get Me Out Of Here’ partnership is pretty much as fast paced as you can get. These ultra-reactive creatives will follow all of the most talked about moments from the series as they happen, and we’re pleased to be working alongside Tesco for a third consecutive year. Claire Heys, Creative Partnerships and Content Director at ITV

Working closely alongside the ‘I’m A Celebrity...Get Me Out Of Here’s production and editorial teams at ITV Studios, Tesco will be using replica sets and familiar faces from the show to create the ultimate contextual campaign. 


Neesha Taneja, Content Lead from MediaCom, said of the campaign: “We are delighted to once again be putting Tesco at the heart of British Culture by partnering with ITV and I’m A Celebrity… Get Me Out Of Here.  Developed with our partners at Somethin’ Else, our Christmas Partnership has the naughty list at its heart and provides some much needed levity and humour after an extraordinary year.”

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video time: video title: Watch the campaign
This year marks our third consecutive year of partnering with ITV and I’m A Celebrity… Get Me Out Of Here and we believe this will be the most exciting and innovative one yet. Our Tesco Christmas campaign is all about encouraging the nation to forget about their minor naughty slip-ups because, after the year we’re having, we all deserve to celebrate this Christmas with the very best food and drink. With the I’m A Celebrity campmates facing tough conditions, uninspiring meals and challenging trials, we wouldn’t be surprised if their behaviour in camp is less-than-perfect, so the partnership feels more relevant than ever. Alessandra Bellini, Chief Customer Officer at Tesco

The campaign features brand new films, created by Somethin’ Else and Mediacom in partnership with BBH, of members of the ‘I’m A Celebrity…Get Me Out of Here’ 2020 cast as and when they leave the castle, with each film scripted based around the events that have taken place throughout the series. Viewers will also see reactive spots with the castle’s resident grouch Kiosk Cledwyn, with creatives updated overnight based on what viewers have seen in the Castle Coin Challenge that day. 


The ambitious partnership, planned and bought by MediaCom, is the first of its kind for both ‘I’m A Celebrity…Get Me Out of Here’ and Tesco. Extraordinary collaboration was required between the show’s creators, Tesco, and agency partners to create contextually relevant content within hours of Campmates leaving the show. 

Production Credits:
Production Co – Somethin’ Else
Director – Rosie Gaunt- Mathieson
Creatives – Ben Kerr & Mark Rivers
Producer – Nan Davies
Editor – Ryan Clarke @ Post 89
Business Lead – Samantha Cocker

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