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Aunt Bessie's Signs GBP6m 'I'm A Celebrity...' Deal

  • Campaign, Thursday, July 23, 2015 8:09 AM

The company has agreed a three-year deal believed to be worth about GBP6 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.

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