For the first time, Waitrose will be teaming up with I’m a Celebrity… South Africa for the final week of the series. The show is known for some of its iconic food moments and we have been able to identify some brilliant food focus points for us to kickstart our summer campaign and showcase a selection of the products that customers will be able to find on our shelves this summer season.
From the 8th May, and over the course of the next five nights, we will see 5 x 20” Waitrose/ITV partnership advertisements featured within the one the breaks of each show. Each of the advertisements will reference the food moment just seen within the programme and offer an alternative, but delicious Waitrose summer product to the viewer, including our brand new Chocolate Strawberries and Pork Hot Dog Whorls.
Nathan Ansell, Director of Customer at Waitrose, said: “We’re thrilled to have partnered with ITV and I’m a Celebrity for their latest all-star series in South Africa. The show is packed full of great food moments and we’ve been able to playfully match some of these to our delicious summer products, showcasing that Waitrose really is the home of Food to Feel Good About.”
The campaign was planned and bought by media agency, MG OMD and each of the 20 second adverts have been created by ITV Creative.
Bhavit Chandrani, Director, Creative and Digital Partnerships, ITV said: “This partnership is a great example of ITV finding creative ways to work with brands and bring them together with our biggest shows. I’m A Celebrity is strongly associated with food and eating so we’re thrilled to be working with Waitrose to highlight their far more tasty alternatives to the campmate’s diet.”