Network 10 Creates Ice Cream With Real Crickets To Promote New Season Of ‘I’m A Celeb’

Network 10 Creates Ice Cream With Real Crickets To Promote New Season Of ‘I’m A Celeb’

Network 10 has launched a large-scale marketing campaign to support the season five premiere of I’m a Celebrity…Get Me Out of Here!.

The new season starts on Sunday 13 January, two weeks earlier than previous seasons, to compete with Seven’s cricket and Nine’s tennis coverage this summer. However, the official TV ratings period doesn’t re-start until 10 February.

Created with the help of Spark Foundry and Carat, the campaign includes heavy marketing across a broad range of assets including large-format outdoor, radio, street art, transit, retail, cinema, fitness centres, digital, TV, social and print.

I'm a Celebrity...Get Me Out of Here outdoor ad

On premiere day, 10 will take to the streets to give people a taste of the celebrity jungle life… literally. Pop-up ice cream carts will roam high-traffic locations in Sydney, Melbourne and Brisbane offering free jungle ice cream.

Flavours will include ‘Strawberry Squirm’, blending strawberry and vanilla ripple with crickets (yes, crickets); and ‘Snake in the Mud’, mixing chocolate ice cream with lolly snakes.

The carts will appear at Bondi Beach and Chatswood Mall in Sydney, St Kilda Beach and Federation Square in Melbourne, and Queen Street Mall in Brisbane.

Network 10’s head of marketing and social media, Brad Garbutt, said: “Summer doesn’t always have to be just about sport on TV.

“We know audiences appreciate having a variety of TV viewing options, and by launching I’m a Celebrity…Get Me Out of Here! Earlier, we’re giving our under-50s audience a light-hearted and fun entertainment alternative across this period.

“With this new programming approach, we took the opportunity to market the show differently. Firstly, we went big. Bigger than usual. Spreading the word on the show’s earlier launch date as widely as possible.

“We also wanted to have a bit of fun and bring the jungle experience to life by offering free jungle-inspired ice cream. Try it if you dare! This will be a season of I’m a Celebrity…Get Me Out of Here! not be missed.”

The campaign launch comes after Gogglebox stars Angie Kent and Yvie Jones were revealed as the first two contestants on the new season of the reality TV show.




Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]