News UK won the brief to amplify Iceland’s sponsorship of ITV’s I’m a Celebrity Get Me Out of Here! with a three week campaign featuring reactive native news content.
The campaign creative involves two puppets, Bush (a grub) and Tucker (a snake). Bush and Tucker will be commenting on The Sun’s editorial coverage of I’m a Celeb and all the action from the show.
The commentary will appear as advertising from Iceland but will be written in The Sun’s tone of voice. Tiffanie Darke, who heads up The Newsroom, will be sitting in on The Sun’s daily news conference to identify opportunities for the sock puppets to write about the celebs’ antics in the jungle.
Bush and Tucker will have their own Twitter handle, @BushAndTucker, and will be tweeting live during the shows and posting on The Sun's Facebook page. The puppets will also be filmed outside Iceland stores where they will ask customers to test Iceland’s I'm a Celeb exotic meat selection pack, which includes ostrich, crocodile and kangaroo.
Nick Canning, joint managing director of Iceland, said: "The UK food retail market is more competitive than ever, so it is vital that we make the most of our advertising spend to achieve a real impact on consumers. News UK has come up with an adventurous campaign that we can’t wait to see in print."
Darke said: "Since we announced plans to launch a native advertising unit, the response from clients and agencies has been extremely positive and we are already working on a number of exciting briefs in addition to the one from Iceland. We will be announcing more innovative campaigns over the coming months as well as a number of key strategic hires to the team."
Campaign revealed the publisher of The Times and The Sun was creating The Newsroom in September, with the stated aim of raising the bar on the quality of commercial content produced at News UK.