Brief Description: Faced with an intensely competitive market, Iceland was determined to improve sales during the crucial Christmas period. This paper shows how integrating the brand with its sponsorship of ITV's I'm a Celebrity, Get Me Out of Here and by employing 'Queen of the Jungle' Kerry Katona as a brand ambassador, Iceland increased its Christmas sales. The creative strategy focused on Iceland's party food. The 'Party Like a Celeb' campaign targeted mums via a programme they loved and two celebrities clearly associated with it. The campaign helped increase sales of the party food range by 26 per cent and generated payback of over £1.20 for every £1 spent. ;---(TAGS)--- Full Title: Iceland Foods & I'm A Celebrity - a perfect match ; Number: 2008/39 ; Brand Name: Iceland Frozen Foods ; Client: Iceland Foods Ltd ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Sponsorship (Broadcast sponsorship) ; Agency: Mediacom North ; Author: Paul Gibbon - Mediacom North, Alison Laverick - Iceland ;