Aunt Bessie's signs £6m deal to sponsor I'm A Celebrity...

ITV has signed Aunt Bessie's as the new multimillion-pound sponsor of I'm A Celebrity... Get Me Out Of Here!.

Aunt Bessie's signs £6m deal to sponsor I'm A Celebrity...

The company has agreed a three-year deal believed to be worth about £6 million.  

It replaces Iceland, which has sponsored the show for the past nine years. 

From the autumn, the Aunt Bessie’s deal will include broadcast, digital, on-pack and in-store licensing, mobile and the first-ever I’m A Celebrity… app. 

Idents around the programme will be created by VCCP and feature Margaret and Mabel, the nosey characters in the brand’s ads.

Since launching in 2003, I’m A Celebrity… has become one of ITV’s most popular shows, regularly attracting average audiences of more than ten million.

The agreement was struck by ITV, Aunt Bessie’s and the Dentsu Aegis Network shops Vizeum and The Story Lab.

Gary Knight, the commercial content director at ITV, said: "This is a significant deal for one of our most popular entertainment series. 

"Aunt Bessie’s is a fast-growing company and a great brand fit. We look forward to working with them to activate the many and varied elements of this new partnership." 

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