Iceland & I’m a Celebrity Get Me Out of Here

1. Iceland & I’m a Celebrity Get Me Out of Here

2. Iceland & I’m a Celebrity Get Me Out of Here… Background: • Iceland has been a a frozen food retailer for the past 40 years, the group is one of the the largest privately owned companies with a national high street presence of 716 stores • Iceland is the 7th 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 I’m a Celebrity Get Me Out Of Here for the past 4 years, and will continue to be for the next year • Nearly 80% of Iceland customers already shop with the big 4 retailers in any given month, Iceland is a unique secondary food retail destination for it’s customers Objectives: • Support the crucially important pre Xmas trading season • Launch the arrival of the frozen ‘Party range’ • Build awareness of the range • Drive SOV within a competitive market • Engage directly with the key target audience of HSWC • Drive footfall • Build Iceland's credentials as the only place for frozen party food

3. Iceland & I’m a Celebrity Get Me Out of Here… Reasons for sponsorship: • The format efficiently targets Iceland’s core audience of HSWC • The programme perfectly coincides 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 3 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 pounds! Programme Details: • A group of brave celebrities are thrust into the Australian outback to live in a camp together. They are stripped of their home comforts and all communication to the outside world is banned. 2009 saw the likes of Gino D'Acampo, Katie Price, George Hamilton, Samantha Fox and Joe Bugner all take on the challenge • Throughout the series celebrities face challenges as voted for by the public. The public also have the power to vote the celebrities out of the jungle until one is crowed King or Queen • IACGMOOH is hosted by two of ITV's most revered hosts; Ant and Dec. The format continues to surprise and delight the audience. Every year its popularity is apparent as yet again the show was triumphant at the 2010 National Television Awards

4. Iceland & I’m a Celebrity Get Me Out of Here… Creative Concept: • Party’s are synonymous with celebrities so Iceland were keen to use this creative angle to associate their food with celebrity style engagements. The celebrity cast of IACGMOOH made it the natural choice for such a route. The show provided Iceland the opportunity to associate their products with some of the most talked about celebrity content of 2009! • The idents showcased a seemingly normal family; mum, slightly embarrassing dad and two children. Within each scene the family are depicted holding a Christmas party for family members, friends and neighbours. The Iceland Christmas party food range is on display and being served to all guests. The atmosphere is that of an A list party yet within a normal suburban setting. The red carpets are out, the paparazzi are ‘papping’ and autographs are being signed! The family appear elevated to celebrity status within the idents Broadcast: • Three week series, with shows stripped in peak every evening on ITV1 and ITV2 • The sponsorship extended to all IACGMOOH related shows across ITV1 as well as all extension shows including IACGMOOH Now on ITV2 • ITV1 Main shows averaged audiences of 8.3m adults (up 6.1% yr on yr) with an average share of 33% • ITV2 Now averaged audience of 827,000 adults (up 43% yr on yr) with a 6.5% share

5. Iceland & I’m a Celebrity Get Me Out of Here… Online sponsorship: • The online sponsorship included integrated branding throughout www.itv.com/celeb with significant share of voice across the display inventory. Iceland idents featured around all catch up and clips across ITV.com. Integrated branding featured on ITV’s social networking activity across Twitter and Facebook • IAC video views were up a staggering 340% YoY and Unique users to the site were up 33% YoY Interactive sponsorship: • The Interactive service was a TV microsite for IACGMOOH and Iceland which was permanently available through ITV1 and ITV2. Viewers were directed to the service from a trigger on the broadcast screen • ITV created a dedicated Iceland section which showcased the range of 3 for £5 party food • 2.4m viewers entered the service and engaged for up to 10 mins Mobile sponsorship: • ITV created a WAP site specifically for Iceland, this was driven to via banner ads on the ITV portal, within this site a store locator facility was housed to drive users in store • 58% of those who visited the store locator page used the service • The 2009 series boasted a 100% increase in video views year on year Licensing: • The sponsorship was extended in store with point of sale posters carrying the IACGMOOH logo • Iceland also used the show logo across their press advertising further strengthening the partnership • Iceland also created a staff newsletter which carried the show logo and also featured a competition with show themed prizes up for grabs to motivate and engage the staff of Iceland

6. Iceland & I’m a Celebrity Get Me Out of Here… Results: We took Iceland’s sales data for all products featured in week 1 of IACGMOOH and compared the results to the sales data for the prior week. The data revealed some significantly positive sales shifts: • All new and existing products that were solely featured in the idents demonstrated a total sales uplift of 95% wk on wk. • Iceland used the idents to introduce new product lines such as Breaded Jalapeño Peppers, Mini Choc Cups, Mini Rocky Roads and Mini Chicken Lattices. All of these products were again exclusively featured in the idents. Across these lines the sales uplift was 295% wk on wk • Some of the party range contained firm favourites that were brought back for Christmas 2009 such as King Prawn Spoonz, Sticky Chicken Skewers, Mini Cornish Pasties, Mini Quiches and Mini Hot Dogs. All of these products were just featured in the idents and across these 5 lines total sales increased 88% week on week • Even existing products such as Duck Spring Rolls which are available in store 52 wks a year also demonstrated a significant sales uplift across week one of 25%, this product was again only featured in the idents Please note the sales uplifts will also have been positively effected by distribution increases, store layout and POS activity and Christmas advertising In addition we set out to prove that brand metrics and ad awareness would be boosted by adding VOD/Display activity to Iceland’s sponsorship of IACGMOOH the findings proved that: • Adding online elements extended the reach of the campaign • Television and online together has led to increases in: • Frequency of purchase • Depth of agreement with brand statements • Likelihood of future purchase

7. Iceland & I’m a Celebrity Get Me Out of Here… Paul Gibbon of Mediacom: "MediaCom North are extremely proud to be involved with the Iceland sponsorship of IACGMOOH for the 4th consecutive year - we work closely with the Iceland marketing team to produce a bushtucker bonanza of insight, creativity and media innovation to help drive record sales for the UK's market leading frozen food retailer... fantastico! Nick Canning, Marketing Director, Iceland Foods: “The concentrated nature of IAC 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!”