Iceland and I’m A Celebrity – A Perfect Match

Paul Gibbon (Mediacom North), Alison Laverick (Iceland and Tom Reddy Advertising)

Iceland's sponsorship of I'm A Celebrity, Get Me Out of Here aimed to connect the brand's target audience with a wide-ranging creative and media strategy.
Agency: Mediacom NorthAuthors: Paul Gibbon (Mediacom North), Alison Laverick (Iceland and Tom Reddy Advertising)

Iceland & I'm A Celebrity – A Perfect Match

INTRODUCTION

This paper is designed to illustrate how the seamless integration of brand (Iceland), brand ambassador (Kerry Katona) and sponsorship property (ITV's I'm A Celebrity, Get Me Out Of Here) drove sales during Iceland's key Christmas period by cost effectively increasing brand presence with their core target group of mums with kids.

BACKGROUND

In 2005 Iceland was bought by a consortium led by Baugur the Icelandic retailer. Sales were running...

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