CASE STUDY: I'm a Celebrity. Get Me Out Of Here! with Iceland

Provided by ITV
Iceland effectively reach their core target audience and create a sales uplift of 275% week on week.
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What was the Challenge / Background of the Campaign?

Iceland is the seventh biggest food retailer in Britain with a turnover of £2.4 billion representing c.1.8% share of the total food market in the UK. The brand has been the proud broadcast sponsor of IACGMOOH! for the past four years, and will continue to be for the next year. Nearly 80% of Iceland customers already shop with the big four retailers in any given month, so Iceland is a unique secondary food retail destination for its customers.

What was the Campaign Objective?

To support the crucially important pre-Xmas trading season through launching the arrival of the frozen 'party range', build awareness of the range and drive SOV within a competitive market.

What was the Solution?

The format efficiently targets Iceland's core audience of HWCH perfectly coinciding with the launch of the Xmas party food range whilst offering a tactical platform for raising awareness. The show has a huge impact on viewers when it hits our screens for an intensive three week block in November; this concentration helps to increase Iceland's share of voice across this competitive period. IACGMOOH easily becomes one of the most talked about programmes within the national press; in 2008 it was estimated that the PR coverage of the show was valued at £32.8million!

What were the Results?

All the new and existing products that were solely featured in the idents demonstrated a total sales uplift of 88% week on week. Iceland also used the idents to introduce new product lines; across these lines the sales uplift was 275% week on week. Even existing products available in store 52 wks a year demonstrated a significant sales uplift across week one of 25%. N.B, these sales uplifts will also have been positively affected by distribution increases, store layout and POS activity and Christmas advertising.

What were the Key Learnings of this Campaign?

Nick Canning, Marketing Director, Iceland Foods: "The concentrated nature of IACGMOOH as a programme, along with its highly targeted content for our customers ensures that it plays its part in launching the Iceland Christmas range. I am very happy with the evolution of this programme sponsorship and feel that Iceland and ITV have grown closer as partners since 2006. Long may it continue!"
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAverage audience of 8.3m Adults per main show
35 - 44
45 - 54
Female
ABC1
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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