[Denver]

http://www.campaignlive.co.uk/articl...ebrity/1357179

Aunt Bessie has Sealed a £6 million deal as the new sponsors of the show which will spell a end to Iceland's 9 year spell as sponsors.

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.