Iceland I'm a Celebrity

Iceland set to unveil idents for I'm a Celebrity... sponsorship

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By The Drum Team, Editorial

November 10, 2010 | 2 min read

Frozen food brand Iceland is set to unveil its new idents as part of its sponsorship of the new run of I’m a Celebrity...Get Me Out of Here.

The idents, created by Tom Reddy Agency, with PR support from Toast PR, are a continuation of the brand’s marketing campaign focusing on real mums, rather than using celebrities to endorse the brand.

The only celebrity to continue to feature in the Iceland adverts this year is Jason Donovan.

Tom Reddy was tasked with creating a set of idents which would highlight the journey taken by mum since becoming the stars of the adverts earlier this year, resulting in a series of ‘star moments’ placing them in celebrity situations.

Media planning and buying for the campaign was handled by MediaCom North with the programme set to begin on ITV1 on Sunday 14 November.

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